The big thing This week, Mark Zuckerberg made an appearance on Clubhouse again. This time, he didn’t talk about augmented reality, he talked about Facebook’s rough reality dealing with platform limitation imposed by Apple. It was the latest in a long series of unconventional PR moves from the company aiming to garner sympathy for their plight on iOS. The fact is that while painting Apple as anti-competitive — a label many, many other developers have also used — might be kind of helpful for Facebook, it knows that what it really has to do is build an entirely new version of mobile where it holds the same power that Apple does. As the Oculus Rift nears its fifth birthday, it’s clear that’s pretty much what they’ve spent the last five years working on. Apple and Facebook are both building towards a future where AR devices dominate our digital lives and while Facebook has been building in public with Oculus, we’ve only heard rumors about Apple’s plans. Building in public has given us the benefit of seeing what exactly a future with Facebook as a platform or application store owner would look like. The reality is, it doesn’t feel all that different from what Apple has been doing with the iPhone’s App Store. I spoke with a handful of VR developers this week who each had harsh words for Facebook’s Oculus Store and platform rules. Plenty of the complaints centered around how Facebook has restricted their ability to monetize in certain ways or has opted to take a bigger slice of the pie than they think is reasonable. For the most part, they say Facebook tends to tell them exactly what Apple has told Facebook over the years — something to the effect of,”Take it or leave it, we made the hardware, just be happy you have a platform to sell things on in the first place.” Facebook would certainly argue that the pretty key difference here is that Apple has more than recouped its initial investment on building out the iPhone platform and that Oculus is far from a money-making vertical for Facebook. They’ve dumped billions of dollars into the ecosystem and I think it would be very fair to say that VR would not exist in any real capacity today without them. At the same time, Facebook isn’t exactly struggling financially and if they’re going to make the argument that Apple’s commissions are negatively impacting them, they should be sure all of their developers are feeling satisfied with their situation. The road to the first mainstream augmented reality device will take several years and critically, most people believe there’s going to be a decent amount of overlap where people are using both phones and AR glasses to meet their digital needs. If that’s the case, I think it’s clear that Apple is going to have quite the advantage in convincing consumers to buy “matching” hardware. Facebook’s success is going to depend heavily on capitalizing on their head start in virtual reality and their relationship with the developers that have already been building spatial content for those devices. | 
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