Mark Zuckerberg shows off the Facebook Camera Effects platform, which lets developers make augmented-reality apps like this Nike one that lets you share your run times with friends.Getty
While this announcement seems pretty innocuous, make no mistake — Facebook is once again putting itself into direct competition with Google and Apple, trying to create yet another parallel universe of apps and tools that don’t rely on the smartphones’ marketplaces. As The New York Times notes, Zuckerberg has long been disappointed that Facebook never built a credible smartphone operating system of its own.
This time, though, Facebook is also declaring war on pretty much everyone else in the tech industry, too. While it’ll take at least a decade to fully play out, the stuff Facebook is talking about today is just one more milestone on the slow march toward the death of the smartphone and the rise of even weirder and wilder futures.