Meta’s $100B+ Bet: Can They Escape Apple & Google?
Meta has already poured over $80 billion into VR, AR, and AI-powered wearables. By 2025, that number will surpass $100 billion—an enormous investment in a vision that many have dismissed.
So why is Meta still going all-in on the metaverse? Because this isn’t just about VR headsets. It’s about owning the future of computing and breaking free from Apple and Google’s dominance over software distribution.
Why Meta is Investing Heavily in Hardware
For over a decade, Meta has relied on platforms it doesn’t control. Whether it’s Apple’s App Store or Google’s Play Store, Meta has to pay a percentage of its revenue just to distribute its apps. Their core business—advertising—runs on iOS and Android, platforms that Apple and Google can modify at any moment, potentially harming Meta’s revenue.
This is why Meta is aggressively building its own hardware and ecosystem. By cutting out Apple and Google, they can control their own distribution and avoid app store fees. Instead of being locked into traditional app-based models, Meta is developing AI-first, app-less experiences that are voice-driven, gesture-based, and spatial.
Meta sees smart glasses as the next computing platform, one that could eventually replace the smartphone. Their Ray-Ban smart glasses and Quest headsets are more than just wearables—they are the foundation for this shift. According to CTO Andrew Bosworth, 2025 will be a pivotal year, as the company accelerates its push into AI-powered AR and mixed reality devices.
The Metaverse Isn’t Dead—It’s Evolving
Many assumed that Meta had abandoned its metaverse ambitions, but their continued investment suggests otherwise. Meta is adapting its approach, moving beyond VR headsets into a more integrated, AI-driven vision.
As Matthew Ball has argued, the metaverse isn’t just about virtual worlds. It represents the next phase of the internet—where digital and physical realities blend seamlessly. Meta’s roadmap aligns with this thinking. Their investments in AI-powered smart glasses, spatial computing, and mixed reality interfaces suggest they are playing the long game.
While critics claim the metaverse hype has faded, Meta’s actions tell a different story. The investments are increasing, the hardware roadmap is expanding, and the mission to build an independent computing platform is stronger than ever.
Will the Bet Pay Off?
The smartphone era is slowly shifting. Meta, Apple, Google, and companies like Bytedance are all racing to define what comes next. Meta doesn’t want to repeat the past by being dependent on someone else’s platform.
Their vision is a future where computing is wearable, spatial, and AI-driven—and most importantly, free from Apple and Google’s control.
The question isn’t whether Meta believes in this vision. They do. The real question is whether users will follow.
I give keynotes on how AI, XR, and spatial computing are shaping the future.
