HTC Corp. HTCCY HTCXF CEO and co-founder Cher Wang said, that apple inc AAPL would launch its mixed reality headset “very soon” — but they’re not worried.

What happened: Wang said Apple will likely launch its much-anticipated mixed reality, or XR, product “in the middle or later” of the year. reported CNBC. Apple analysts previously predicted the headset would launch in spring 2023 but are now saying it could be announced alongside the iPhone 15 in September.

See also: Apple could launch cheaper MR headsets next year to capture a wider market

“Apple is always more cautious. I think the market is big enough now [that] they are likely to occur,” Wang said.

HTC was once a major player in the smartphone market but has now carved a niche for itself in the XR universe. However, despite increasing success, its market share is relatively small.

Wang thinks that with more players like Apple, Metaplatforms Inc. META And Samsung electronics SSNLF in space, the general adoption of mixed reality devices will increase – which will eventually grow HTC’s business. “Competition is always good.”

Why it matters: The XR market has grown significantly in recent years. Apple isn’t the only competition HTC needs or isn’t to worry about.

Meta launched their $1500 Quest Pro device in October last year. The company has initiated price cuts from March 5th. The device will now retail for just $1000.

Earlier this week, Samsung also said it was “working out” a mixed reality strategy. Microsoft Corporation MSFT already has his MR headset, HoloLensstated the report.

Check out more of Benzingas Consumer Tech coverage follow this link.

Continue reading: Apple is launching an MR headset after 7 years of development, but the focus could be cost innovation in other products, Gurman says