North America Augmented and Virtual Reality Market

The North America augmented and virtual reality market is estimated to reach USD 39.96 billion by 2030  from USD 10.25 billion in 2025, registering a CAGR of 31.3% from 2025 to 2030. The accelerating use of augmented reality (AR) and virtual reality (VR) in the gaming and entertainment sector is a key factor that contributes to the market growth in North America. Moreover, the rising integration of AR and VR into healthcare applications is expected to provide growth opportunities for market players offering AR and VR technologies.

Major players in the North America augmented and virtual reality market with a significant global presence are Meta (US), Apple, Inc. (US), Google (US), Microsoft (US), PTC (US), Eon Reeality (US), Magic Leap, Inc. (US), Atheer, Inc. (US), Vuzix (US), and Ultraleap (US). These players have adopted various strategies, such as product launches/developments, partnerships, collaborations, contracts, joint investments, and expansions, to strengthen their market position.

For instance,  in September 2025, Meta Quest headsets received Hyperscape and other VR entertainment tools, enhancing mixed reality apps, including PianoVision and Demeo. CTO Andrew Bosworth highlighted 2025 as a pivotal year for Reality Labs' growth.

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Meta (US)

Meta has innovated several AR and VR products, such as Meta Quest 3, Meta Quest 2, Meta Quest Pro, and Ray-Ban Meta smart glasses, that cater to applications such as consumer, commercial, healthcare, and enterprise. The company focuses on organic and inorganic growth strategies, such as product launches and partnerships. For instance, in April 2024, Meta and EssilorLuxottica created a partnership to produce second-generation smart glasses to expand the existing Ray-Ban Meta smart glasses collection. Other new additions include Meta AI updates, which will render the glasses more useful and strengthen its position in the regional market.

Apple, Inc. (US)

Apple, Inc. offers AR hardware and software that caters to applications such as consumer, commercial, enterprise, and aerospace & defense. The company focuses on organic growth strategies, such as product launches. For instance, in June 2024, it launched Vision OS 2, which provided new spatial computing experiences to Vision Pro. Through this, the user can turn their photos into spatial photos. It can also deliver gestures for navigating visionOS and many more ways to take advantage of spatial computing.

MARKET RANKING

The North America augmented and virtual reality market is consolidated, with a few large technology companies holding a dominant share of the market. Meta Platforms leads through its strong VR hardware portfolio and extensive content ecosystem, particularly in gaming and social experiences, while Apple has intensified consolidation with its entry into premium spatial computing via Vision Pro. Microsoft maintains a strong position in enterprise and defense applications with HoloLens, supported by its broader cloud and software ecosystem. Google and Snap further strengthen market concentration through mobile and social AR platforms, while smaller players largely operate in niche applications, such as industrial training, healthcare, and simulation.

Related Reports:

North America Augmented and Virtual Reality Market by Enterprise, Technology (Augmented Reality, Virtual Reality), Offering (Hardware, Software), Device Type (HMDS, HUDs, Gesture Tracking Devices), Application, and Country - Forecast to 2030

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