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But sometimes the vulnerable institution doesn’t want to hear the truth.” “When ethical researchers find a vulnerability that bad actors can exploit, first they make a quiet ‘responsible disclosure’ so that the affected company or government can fix it. “Mudge is proceeding with these disclosures quite reluctantly,” the complaint reads. One of the most consistent voices of reason in the industry has been Facebook's Reality Labs chief scientist Michael Abrash, who warned all the way back in 2012 that consumer-ready AR hardware is "not going to happen anytime soon." Abrash has since frequently updated us on the progress of the technology, telling audiences in 2018 that the technology for socially acceptable AR glasses simply didn't exist yet. Visual computing is very challenging, and it might still take years until we get the type of device that Magic Leap set out to build. That's because ultimately, the company has been trying to solve some really hard problems. To be fair, even if Magic Leap had addressed a lot of those issues early on, it still might find itself in a difficult situation today. Lauderdale/Miami was not a viable option, and the commute would have been difficult." Hard problems, lofty goals
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Speaking on the condition of anonymity, one applicant who went through the company's interview process for an executive role described the issue this way: "They wanted me to relocate, which would have been very difficult. However, there has reportedly been friction between the company's headquarters and its Silicon Valley satellite offices, and the company is still requiring relocation to Florida for many of its open positions. And Magic Leap does have offices in San Francisco and Sunnyvale, as well as a number of other cities around the world. To be fair, there are also some good arguments for being outside of the Valley these days, including ever-increasing Bay Area housing prices. That distance alone has made it much harder for Magic Leap to attract top talent, especially in a hyper-competitive market that includes deep-pocketed giants like Apple, Google and Facebook. The company's headquarters has been in Plantation, Florida, ever since its was founded in 2011 - roughly 3000 miles from Silicon Valley, and just as far away from other tech epicenters, including Seattle and Los Angeles. Florida is far away from top tech talentĪsk industry insiders about some of Magic Leap's biggest challenges, and you'll often hear one that has nothing to do with its technology. Still, to this day, Magic Leap's only presence in mobile app stores is its headset companion app, which has been downloaded fewer than 5,000 times on Google Play. The company's chief content officer, Rio Caraeff, admitted as much in 2018, saying: "We need an interoperability solution." The following year, Magic Leap began looking for engineers to build a cross-platform framework that could extend its apps to mobile devices, and more recently, it has talked about enabling a "spectator view" on phones. The company has for some time realized that it will have to build a bridge between its devices and mobile AR. Effectively, it's testing AR in a lab, with little to no real-world exposure. Instead, it has a comparably small developer community building apps that no ordinary user ever gets to try, as headsets still remain a rare commodity. Magic Leap doesn't have any foothold in mobile. This has allowed them to seed a developer ecosystem and at the same time collect valuable real-world data about use cases and challenges. No foothold in mobileĪpple, Facebook, Snapchat and even Google: Most of Magic Leap's major competitors have started their AR efforts with mobile apps and frameworks. Plus, actually selling to enterprise customers is a lot harder than it may seem, as the case of failed AR startup Daqri shows. In recent months, Magic Leap has been trying to reinvent itself as an enterprise AR company, complete with a redesigned website, promising that the headset will help customers "rewrite the rules of industry." However, the rebrand may be too late. Was it an enterprise computing tool, a gaming machine, or the key to a still-to-be-determined Magicverse? Developers simply didn't know what they were supposed to be buying the headset for.
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This lack of focus not only contributed to Magic Leap's massive cash burn, it also complicated selling the developer hardware itself when it was finally released in 2018.