Meta Shuts Down Beloved VR Fitness App, Sparking Outcry and Antitrust Concerns
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Despite its massive investments in the “metaverse,” Meta has shuttered supernatural, a popular virtual reality fitness submission, leaving its dedicated user base reeling and reigniting debate over the tech giant’s acquisition strategy and commitment to emerging technologies. The move,announced earlier this month alongside layoffs impacting 1,500 Reality Labs employees,signals a significant shift in Meta’s priorities as it increasingly focuses on artificial intelligence.
A Fitness Escape Cut Short
Supernatural, acquired by meta in 2022, offered a uniquely immersive workout experience. Users donned Meta’s Quest headsets to virtually swing baseball bats, slice blocks, and flow through stunning digital landscapes, all synchronized to a high-energy soundtrack featuring artists like Taylor Swift and Eminem. For many,the app wasn’t just about physical fitness; it was a vital community and a source of motivation.
The story of Supernatural echoes a familiar narrative within the tech industry: a promising startup acquired by a larger corporation,only to be sidelined or discontinued when it no longer aligns with core business objectives. From Google Reader to the Pebble smartwatch, numerous beloved products have met similar fates.
“This isn’t just about software. It’s about the health and well-being of thousands of Americans,” one user wrote, encapsulating the frustration felt by many.
The acquisition itself was scrutinized by the Federal Trade Commission (FTC).Then-Chair lina Khan argued that Meta’s purchase of Within Unlimited, the company behind Supernatural, stifled competition by eliminating a potential rival rather than fostering innovation. While Meta ultimately prevailed in the legal challenge, Khan now views the outcome as a cautionary tale.
“This is exactly what antitrust laws are designed to prevent: a dominant platform eliminating choice by buying up the competition and then abandoning the market when corporate priorities shift,” Khan stated.She urged courts and regulators to learn from this experience as thay evaluate Meta’s future acquisitions, especially in the realm of AI.
From Metaverse to AI: A Strategic Pivot
Meta’s decision to deprioritize VR and focus on artificial intelligence reflects a broader shift in the tech landscape. According to Andrew bosworth, Meta’s CTO, “VR is growing less quickly than we hoped,” necessitating a “right-sizing” of investments. The company has poured over $70 billion into the metaverse with limited returns, burning nearly $20 billion in 2025 alone.
The new focus is on “personal superintelligence” – AI-powered smart glasses capable of seamlessly integrating into daily life. Meta is investing heavily in data centers and recruiting top AI talent from competitors like Google DeepMind and OpenAI. However, the company has yet to demonstrate significant breakthroughs in this new domain.
A community in Mourning and a Fight for Survival
Despite the bleak outlook, Supernatural’s community is refusing to go quietly. A Change.org petition to “Save Supernatural” has garnered over 7,000 signatures, urging Meta to either revamp the app or spin it off for community-supported funding. Some users have even jokingly suggested alternative buyers, from Elon Musk to Taylor Swift.
“I think sometimes Zuckerberg isn’t great with his decision-making,” said John Hansknecht, the petition’s creator. “I think he’s putting all his chips on the AI glasses, and I just don’t see society buying into it.”
The situation has even sparked a darkly humorous backlash, with one user renaming her Roomba “Mark Suckerberg,” lamenting its indiscriminate consumption of everything in its path – a metaphor, she says, for Meta’s approach to innovation.
Ultimately, the fate of Supernatural remains uncertain. But the outcry from its passionate user base serves as a stark reminder that technological progress isn’t solely about innovation; it’s also about the communities and experiences that are built along the way, and the ethical obligation corporations have to those who invest their time, energy, and well-being in their products.
