Like an Apple iPhone or a RIM BlackBerry, this phone would have had its hardware and software designed end-to-end by a single company – Facebook.
The ambitious project died for two reasons:
- Cost. Gannes and Fried report: "the project quickly spiraled out of Facebook’s expertise and into budgets that were impossible without an IPO or perhaps a billion-dollar fundraising."
- Jealousy and political in-fighting. ATD reports: "This was an exclusive and hand-picked group, which generated awkwardness within Facebook’s flat organization. That’s because Facebook has historically only ever made one product — its social platform. To have a secret team operating out of a separate building drew a lot of interest and also jealousy from other employees, multiple sources said."