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Another company is giving up on AR. This time, it’s Bose.

The audio company says its ambitious AR initiative "didn't become what we envisioned."

Another company is giving up on AR. This time, it’s Bose.

Bose's retreat from AR has been unfolding quietly over several months.

Photo: Courtesy of Bose

Bose has become the latest company to throw in the towel on immersive computing, shutting down its ambitious Bose AR program. Key Bose AR employees have left the company, and partners have been informed that their apps will stop working in the coming weeks.

"Bose AR didn't become what we envisioned," a Bose spokesperson told Protocol. "It's not the first time our technology couldn't be commercialized the way we planned, but components of it will be used to help Bose owners in a different way. We're good with that. Because our research is for them, not us."

Bose's change of heart comes as augmented reality startups have struggled across the board. Augmented reality startup Meta AR gave up on plans to replace desktop computing with dedicated AR headsets in late 2018. Last year, both ODG and Daqri shut down. And in April, Magic Leap announced that it was exiting the consumer AR business, laying off 1,000 employees in the process.

Bose had been pursuing a unique approach to augmented reality: Instead of superimposing images over a view of the real world, Bose AR was based on audio alone and provided walking directions, audio-based fitness instructions and games via compatible headphones. The company even built its line of sunglasses with integrated headphones and AR sensors. It now wants to utilize these sensors to simplify the usage of those headphones and glasses.

Bose AR apps will stop working within 30 days

Bose's retreat from AR has been unfolding quietly over several months. Bose SVP John Gordon, who had championed AR in his role as the head of the company's consumer electronics division, left last summer. Most of the team members working on AR departed or were let go this spring, according to an insider who declined to be named for this story.

In April, Bose closed its public AR SDK, making it impossible for new developers to build apps for the program. Around that time, Bose also started to remove mentions of AR from its website, including from product descriptions for its glasses and AR-compatible headphones. In the last couple of days, developers were informed that apps based on Bose AR would stop working.

"We learned a lot — mostly, that our work in AR delivered compelling customer experiences based on specific interests and specific use cases, not for broad, daily use," Bose's spokesperson said. "So, we decided to stop working on third-party developer apps and won't be supporting them beyond mid-July."

The decision to end the program comes as the privately held company faces financial turmoil. Earlier this year, Bose announced that it would close all its retail stores in North America, Europe, Australia and Japan in response to mounting pressure from ecommerce. The closures, which affected 119 stores altogether, resulted in hundreds of layoffs. And in March, news broke that Bose CEO Phil Hess had departed at the beginning of the year. The company has since been led by former CFO Jim Scammon, who assumed the title of president and COO as part of the transition.

A $50 million fund and a 'Star Wars' collaboration

Bose first introduced its AR initiative at SXSW in 2018. Back then, Bose AR was envisioned as a platform for both software and hardware developers, with the company suggesting that hardware partners would be integrating the technology into their own "headphones, glasses and helmets" as well.

The company first began selling dedicated glasses with integrated AR capabilities in early 2019 and also integrated Bose AR into some of its headphone models. Bose AR devices connected to phones via Bluetooth to gather location data and made use of dedicated sensors integrated into the headsets to detect head movements and orientation. This enabled developers to figure out where consumers were, know which direction they were looking, and integrate novel interaction models — think nodding in response to a question.

In 2018, Bose unveiled a $50 million fund to kickstart app development for its AR platform. The company invested in workout app Aaptiv, acquired walking tour startup Detour and struck a high-profile partnership with Disney to add Bose AR support to the "Star Wars" app.

Bose also partnered with Playcrafting, a New York-based game developer community that held events in five cities to get developers excited about Bose AR. This ultimately resulted in the release of 32 titles, ranging from music games to audio adventures. Playcrafting developers were informed earlier this month that their games would lose AR support in the coming weeks, rendering most of them useless.

Protocol | Workplace

In Silicon Valley, it’s February 2020 all over again

"We'll reopen when it's right, but right now the world is changing too much."

Tech companies are handling the delta variant in differing ways.

Photo: alvarez/Getty Images

It's still 2021, right? Because frankly, it's starting to feel like March 2020 all over again.

Google, Apple, Uber and Lyft have now all told employees they won't have to come back to the office before October as COVID-19 case counts continue to tick back up. Facebook, Google and Uber are now requiring workers to get vaccinated before coming to the office, and Twitter — also requiring vaccines — went so far as to shut down its reopened offices on Wednesday, and put future office reopenings on hold.

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Allison Levitsky is a reporter at Protocol covering workplace issues in tech. She previously covered big tech companies and the tech workforce for the Silicon Valley Business Journal. Allison grew up in the Bay Area and graduated from UC Berkeley.

After a year and a half of living and working through a pandemic, it's no surprise that employees are sending out stress signals at record rates. According to a 2021 study by Indeed, 52% of employees today say they feel burnt out. Over half of employees report working longer hours, and a quarter say they're unable to unplug from work.

The continued swell of reported burnout is a concerning trend for employers everywhere. Not only does it harm mental health and well-being, but it can also impact absenteeism, employee retention and — between the drain on morale and high turnover — your company culture.

Crisis management is one thing, but how do you permanently lower the temperature so your teams can recover sustainably? Companies around the world are now taking larger steps to curb burnout, with industry leaders like LinkedIn, Hootsuite and Bumble shutting down their offices for a full week to allow all employees extra time off. The CEO of Okta, worried about burnout, asked all employees to email him their vacation plans in 2021.

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Protocol | China

Livestreaming ecommerce next battleground for China’s nationalists

Vendors for Nike and even Chinese brands were harassed for not donating enough to Henan.

Nationalists were trolling in the comment sections of livestream sessions selling products by Li-Ning, Adidas and other brands.

Collage: Weibo, Bilibili

The No. 1 rule of sales: Don't praise your competitor's product. Rule No. 2: When you are put to a loyalty test by nationalist trolls, forget the first rule.

While China continues to respond to the catastrophic flooding that has killed 99 and displaced 1.4 million people in the central province of Henan, a large group of trolls was busy doing something else: harassing ordinary sportswear sellers on China's livestream ecommerce platforms. Why? Because they determined that the brands being sold had donated too little, or too late, to the people impacted by floods.

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Zeyi Yang
Zeyi Yang is a reporter with Protocol | China. Previously, he worked as a reporting fellow for the digital magazine Rest of World, covering the intersection of technology and culture in China and neighboring countries. He has also contributed to the South China Morning Post, Nikkei Asia, Columbia Journalism Review, among other publications. In his spare time, Zeyi co-founded a Mandarin podcast that tells LGBTQ stories in China. He has been playing Pokemon for 14 years and has a weird favorite pick.
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The video game industry is bracing for its Netflix and Spotify moment

Subscription gaming promises to upend gaming. The jury's out on whether that's a good thing.

It's not clear what might fall through the cracks if most of the biggest game studios transition away from selling individual games and instead embrace a mix of free-to-play and subscription bundling.

Image: Christopher T. Fong/Protocol

Subscription services are coming for the game industry, and the shift could shake up the largest and most lucrative entertainment sector in the world. These services started as small, closed offerings typically available on only a handful of hardware platforms. Now, they're expanding to mobile phones and smart TVs, and promising to radically change the economics of how games are funded, developed and distributed.

Of the biggest companies in gaming today, Amazon, Apple, Electronic Arts, Google, Microsoft, Nintendo, Nvidia, Sony and Ubisoft all operate some form of game subscription. Far and away the most ambitious of them is Microsoft's Xbox Game Pass, featuring more than 100 games for $9.99 a month and including even brand-new titles the day they release. As of January, Game Pass had more than 18 million subscribers, and Microsoft's aggressive investment in a subscription future has become a catalyst for an industrywide reckoning on the likelihood and viability of such a model becoming standard.

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Nick Statt
Nick Statt is Protocol's video game reporter. Prior to joining Protocol, he was news editor at The Verge covering the gaming industry, mobile apps and antitrust out of San Francisco, in addition to managing coverage of Silicon Valley tech giants and startups. He now resides in Rochester, New York, home of the garbage plate and, completely coincidentally, the World Video Game Hall of Fame. He can be reached at nstatt@protocol.com.
Protocol | Policy

Lina Khan wants to hear from you

The new FTC chair is trying to get herself, and the sometimes timid tech-regulating agency she oversees, up to speed while she still can.

Lina Khan is trying to push the FTC to corral tech companies

Photo: Graeme Jennings/AFP via Getty Images

"When you're in D.C., it's very easy to lose connection with the very real issues that people are facing," said Lina Khan, the FTC's new chair.

Khan made her debut as chair before the press on Wednesday, showing up to a media event carrying an old maroon book from the agency's library and calling herself a "huge nerd" on FTC history. She launched into explaining how much she enjoys the open commission meetings she's pioneered since taking over in June. That's especially true of the marathon public comment sessions that have wrapped up each of the two meetings so far.

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Ben Brody

Ben Brody (@ BenBrodyDC) is a senior reporter at Protocol focusing on how Congress, courts and agencies affect the online world we live in. He formerly covered tech policy and lobbying (including antitrust, Section 230 and privacy) at Bloomberg News, where he previously reported on the influence industry, government ethics and the 2016 presidential election. Before that, Ben covered business news at CNNMoney and AdAge, and all manner of stories in and around New York. He still loves appearing on the New York news radio he grew up with.

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