The tech giant's director of developer relations for XR and gaming is said to have revealed the company has some big ideas for augmented and virtual reality developments.
According to Variety, Farshid Fallah was speaking at the Augmented World Expo in Santa Clara, California where he said Samsung has plans to release "multiple AR and VR producers" over the next few years.
The comments were made during a panel outlining the firm's AR and VR strategy, the focus was largely on the new Galaxy S10 handset which features an advanced depth sensor.
It also comes with the Bixby Version feature, which lets users identify objects - and even buy them online - through the phone's camera.
Referring to Samsung's early efforts in the VR area, Fallah said: "Gear VR was a good entry point. But things have moved on since then."
Although he didn't elaborate further, he did hint that the brand could live on in some fashion.
He teased: "We have other plans for Gear."