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Why Mark Zuckerberg is fixated on creating AR’s ‘iPhone moment’
why mark is fixated on creating Thanks to The Verge’s Alex Heath, we now know more about Meta’s plans to shape the metaverse by building its own wildly ambitious augmented-reality hardware.
Heath’s article, “Mark Zuckerberg’s Augmented Reality,” covers two codenamed products. “Project Nazere” is a high-end pair of AR glasses that don’t require a smartphone, with the first version shipping in 2024, followed by upgraded ones in 2026 and 2028. Also due in 2024 is “Hypernova,” a more economy-minded take on AR eyewear that does piggyback on a smartphone’s connectivity and computing muscle.
The piece is full of technical details, such as Nazere’s use of custom waveguides and microLED projectors to fuse your view of the real with a digital overlay. Both Nazere and Hypernova will supposedly work with a wrist device that uses differential electromyography to detect electric neurons, allowing for input that feels akin to mind control. (More than a year ago, my colleague Mark Sullivan wrote about a preview of this technology.)
But along with all the specifics in Heath’s story, what’s also striking is its discussion of how these planned products roll up into Meta’s highest-level goals. They are, of course, an extension of Mark Zuckerberg’s hopes, dreams, and aspirations:
If the AR glasses and the other futuristic hardware Meta is building eventually catch on, they could cast the company, and by extension Zuckerberg, in a new light. “Zuck’s ego is intertwined with [the glasses],” a former employee who worked on the project tells me. “He wants it to be an iPhone moment.”
Everybody’s entitled to their own definition of an “iPhone moment.” Presumably, it involves a product of truly epoch-shifting impact—not necessarily the first in its field but an unprecedented blockbuster that defines the category by bringing it to the masses. Something like, well, you know, the iPhone.
For a tech CEO such as Zuckerberg, creating an iPhone moment isn’t just about selling something enormously successful; it also provides full control over an ecosystem. That lets a company chart its own destiny in a way it can never do if it’s building on someone else’s platform.
Zuckerberg has long been bugged by the fact that Facebook/Meta’s products have historically sat atop environments operated by other companies, such as Apple and Google. I know this because he told me so himself.
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