SAN FRANCISCO—At the Game Developers Conference today, Oculus CTO John Carmack announced that the Gear VR would be ready to move on from its confusing “innovator edition” branding and distribution for Gear VR to a full consumer model alongside the next Samsung product cycle, expected “around the end of the year.”

“We have a plan, we have a date,” Carmack said. “Oculus is going to go as hard as we can, to sell as many units as possible, to unleash the full marketing power of Samsung with the next edition of Gear VR.”

While the upcoming consumer unit sounds like it will be targeted to work exclusively with Samsung’s next mobile handset, Carmack said the release would accompany a sort of “back-unlock sales and promotion” of the previous Gear VR units. That sounds like Samsung will also start pushing consumer-facing Gear VR units for the Galaxy Note 4 and Galaxy S6, but these plans were still unclear in Carmack’s talk.