23. October 2021

Facebook’s next act: replacing the iPhone

By James Titcomb

In 2017, Andrew Bosworth discovered himself in a brand new job. After over a decade at Facebook and stints accountable for key areas equivalent to the information feed and promoting, the firm veteran was shuttled off to handle the firm’s nascent {hardware} enterprise.

Bosworth – recognized internally as “Boz” – had develop into one in all Facebook’s most outspoken defenders because it discovered itself more and more on the again foot. A 12 months earlier he had written a controversial internal memo titled “The Ugly” showing to argue that Facebook ought to pursue progress in any respect prices, even when it’s used to hold out a terrorist assault. He had challenged critics of the firm head-on in unscripted Twitter exchanges.

Facebook’s new tech chief Andrew Bosworth. He says phones, like computers before them, will continue to be widely used, but that their limitations are being exposed.

Facebook’s new tech chief Andrew Bosworth. He says telephones, like computer systems earlier than them, will proceed to be extensively used, however that their limitations are being uncovered.Credit:AP

So placing Bosworth accountable for what was at the time a comparatively small enterprise – Facebook’s sole gadget was its Oculus digital actuality headset, gross sales of which had been meagre – might need been seen as a reshuffle to get forward of a quickly escalating PR disaster.

The firm’s issues tackling faux information, psychological well being points and violence had been turning into extra obvious, and the Cambridge Analytica scandal was round the nook. Facebook wished political operatives like Sir Nick Clegg to inform its story, not engineers. But 4 years later, Bosworth – who has mentioned that his explosive memo was merely to encourage debate – is at the forefront of the social networking big’s efforts to reinvent himself.

Today, Facebook sells hundreds of thousands of Oculus digital actuality headsets and Portal video calling screens, with gross sales boosted by the pandemic. It is creating augmented actuality goggles that undertaking holographic pictures into the wearer’s field of regard, and wristbands that learn nerve indicators from the mind. This month it unveiled sun shades that document video.

Last week, Bosworth was promoted to Facebook’s chief know-how officer. The transfer was seen as a sign that the firm is now performed making amends for its errors, and is specializing in its next act: replacing the iPhone.


“We’re running into the limits of what these devices are,” Bosworth says , brandishing his cell phone. “In the last decade, if you want to connect people in new and exciting ways, the phone was the way to do it. [Today] the phone that you have in your pocket is similar to the one you had three or four years ago. There isn’t a new way that you’re connecting with people.” Bosworth’s level is strengthened by the timing of the dialog: a number of hours after Apple has unveiled a new line of iPhones full of marginal upgrades.

Facebook Reality Labs – the official identify of the firm’s efforts in {hardware} and digital actuality – are dwarfed in income phrases by the firm’s big promoting division. But it employs round 10,000 individuals, a fifth of its workforce and is more and more the topic of Zuckerberg’s consideration. It is straightforward to see why. Facebook has confronted a seemingly by no means ending string of scandals, most not too long ago a leak exhibiting the firm knew about the dangerous results on younger customers (Bosworth declined to touch upon the studies, insisting it was not his space of experience). But it’s a rising power in {hardware}.

Its Portal video calling gadget was extensively mocked when launched in 2018, however bought out at the begin of the pandemic. Sales of VR headsets tripled early this 12 months, with Facebook’s Oculus taking three quarters of the market.

“We’re past the inflection point of VR,” Bosworth insists. “People who have critiques probably haven’t spent much time in the modern ecosystem.”

Bosworth is dedicated to the firm’s units being mass market, in distinction to Apple’s efforts to focus on the most profitable shoppers.

The 39-year-old says telephones, like computer systems earlier than them, will proceed to be extensively used, however that their limitations are being uncovered.

“The phone will continue to be a tremendously useful device. But because it’s a general purpose device, it can’t do some things better without being worse than other things.

“In VR, in augmented reality, we’re talking about the idea that you can have people that you’re co-present with, who are not physically with you, but you’re all having a shared experience. Those things aren’t possible with a phone.”

Not surprisingly, usurping the iPhone wouldn’t be common amongst Facebook’s Silicon Valley neighbour. Apple and Facebook have develop into mortal enemies in recent times. Tim Cook has used Facebook’s privateness scandals as a technique to reinforce his firm’s credentials, and launched software program updates which have hit the social community’s promoting revenues. Zuckerberg mentioned this 12 months the firm was now its largest competitor.

But Facebook’s push into {hardware} isn’t merely an effort to hit the iPhone maker the place it hurts. Zuckerberg sees it as essential to proudly owning the “metaverse”, a time period that has develop into more and more trendy amongst the Silicon Valley cognoscenti to discuss with digital worlds.

Facebook’s Oculus. The company is becoming a rising force in hardware.

Facebook’s Oculus. The firm is turning into a rising power in {hardware}.Credit:Bloomberg

Bosworth is one in all Zuckerberg’s key lieutenants in delivering that mission. Two years forward of the Facebook founder when each had been at Harvard, he helped educate a man-made intelligence class that Zuckerberg attended. He joined in 2006, two years after Facebook was based.

But why ought to Facebook be entrusted with creating the next huge factor after the smartphone? Many regulators take into account it to be too highly effective as it’s, and it suffers from a belief deficit in some quarters.

“We are relatively unique among the tech set, in that our focus is connecting people,” Bosworth says. “We’re one of the most popular products in the history of the world. I don’t think it’s entirely surprising that we’re eager to find more and better ways to help those billions of people connect.”

To that finish, Bosworth is dedicated to the firm’s units being mass market, in distinction to Apple’s efforts to focus on the most profitable shoppers. “Every time you increase price, you decrease reach, and it becomes inaccessible to people,” he says.

Facebook will need to see an eventual return someplace, nonetheless. Bosworth was the architect of the firm’s emergency mission to earn money from cell adverts after its stumbling inventory market debut in 2012. He cancelled a six-month sabbatical to assist carry buyers again on aspect.

Does that imply a dystopic metaverse full of unskippable commercials beamed into customers’ eyeballs? Bosworth bristles at the suggestion. “No one’s proposed that, and I’m a little annoyed you would suggest that anyone had,” he counters. “Facebook’s business advertising is something I’m very proud of. The ads on Facebook are tremendously high quality… certainly relative to ads I get any place else on the internet.” Advertising, it appears, might be at the least one technique to monetise the metaverse. “It certainly plays a role. I don’t know what role it’s going to play. It’s way too early to say that.”


Facebook’s journey to displace the iPhone faces maybe its sternest take a look at but with the current launch of its camera-equipped sun shades. As nicely as a possible stepping stone to extra superior shades, its objective, at the least partly, is to maneuver the Overton window; to make hi-tech glasses a bit nearer to acceptable apparel. “I don’t know of a better way to learn about what society wants than to give it a product and have [people] use it or not use it,” Bosworth says.

The gadget didn’t get off to an ideal begin, when reviewers noticed its dim warning gentle meant topics had been usually unaware they had been being filmed. Bosworth says the firm welcomes the suggestions, including: “We feel good about our answers. That’s where the scrutiny should be.”

The critics, nonetheless, very like the next smartphone-sized revolution, are usually not but below Facebook’s management.

Telegraph, London

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