Facebook planted the idea of the metaverse but Apple can actually populate it

Companies as varied as Disney, Bumble, Tencent, the Warner Music Group and others have followed Zuckerberg’s lead by using “metaverse” as a strategic talking point when discussing an internet based on virtual objects and avatars in the coming years. Between its various successful social networking platforms—Instagram, Whatsapp, and Facebook—it is Instagram that gets the majority of Meta’s AR focus. Of the 1.3 billion users on Instagram, roughly 400,000 are building AR effects for the platform using Meta’s Spark AR tool.