Given Apple has worked so hard to build high wall around its ecosystem, the idea of it lending Facebook a hand as it sets about knocking through a big hole seems hard to fathom.
But that's exactly what Project Spartan proposes a web-based platform and marketplace for HTML5 apps that spans operating systems. Unless, of course, Facebook has something exclusive for iOS up its sleeves.
However, even if Spartan fails to live up to the high expectations developers already have for it, it could well act as the starting gun for someone else to come along and do the whole affair better.
As Dave Allanson, co-founder and technical director of UK studio Albino Pixel points out, thirdparty marketplaces are already a major factor in the mobile market, and Facebook might be the first of many players out to unify the industry around one central marketplace.
We caught up with Allanson for his take on Facebook's brave new weapon.
What do you expect Facebook's Project Spartan to offer?
I think it will offer an even more accessible platform to developers avoiding the need to wait for apps and updates to pass review before releasing them to the public.
This is very similar to what we are seeing in the growing web apps market, completely circumventing Apple's App Store.
Is Facebook ahead of the curve on this?
I think HTML5 adoption is still in its relatively early stages but it's definitely something that's on the rise.
Apple has shown its support for HTML5 from the start with its use in iAd and has clearly made a stance in the past that it has no intention of ever using Flash.
Zynga was another early adopter of HTML5 with its purchase of Dextrose, and I think it will make a large impact on the launch of Project Spartan.
Also, with the rise in use of Facebook Credits, it makes a lot of sense to be releasing a freemium platform like this now, which they will have full control over.
Do you think this means the end for Flash gaming?
I think Flash will always have a place, especially with some of the projects being developed in Flash3D, but the size of that market is looking like it could shrink quite rapidly with moves such as this.
I wouldn't be surprised if we end up with Flash having an export setting for HTML5.
Do you think Project Spartan will lessen the importance of app stores?
Definitely. As it stands some marketplaces have become very fragmented to release apps on and others have become increasingly expensive to get noticed on.
Having one common platform across all devices and browsers will mean less costs for porting and testing on the many different devices and operating systems on the market and instead time can be spent on making great games.
I think the traditional mobile marketplace will still be a model that works for a long time yet, but a web-based app store is a very likely future for app distribution.
Any HTML5 plans yourself, and if so, is Project Spartan on your radar?
We don't have any initial plans, but it is definitely a platform we will be keeping a keen eye on and will consider releasing apps on in the future.
Thanks to Dave for his time.
You can find out more about Albino Pixel on the firm's website.
Interview
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
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