Watch a monkey equipped with Elon Musk’s Neuralink device play Pong with its brain

Elon Musk’s Neuralink, one of his many companies and the only one currently focused on mind control (that we’re aware of), has released a new blog post and video detailing some of its recent updates — including using its hardware to make it possible for a monkey to play pong with only its brain.

In the video above, Neuralink demonstrates how it used its sensor hardware and brain implant to record a baseline of activity from this macaque (named ‘Pager’) as it played a game on-screen where it had to move a token to different squares using a joystick with its hand. Using that baseline data, Neuralink was able to use machine learning to anticipate where Pager was going to be moving the physical controller, and was eventually able to predict it accurately before the move was actually made. Researchers then removed the paddle entirely, and eventually did the same thing with Pong, ultimately ending up at a place where Pager no longer was even moving its hand on the air on the nonexistent paddle, and was instead controlling the in-game action entirely with its mind via the Link hardware and embedded neural threads.

The last we saw of Neuralink, Musk himself was demonstrating the Link tech live in August 2020, using pigs to show how it was able to read signals from the brain depending on different stimuli. This new demo with Pager more clearly outlines the direction that the tech is headed in terms of human applications, since, as the company shared on its blog, the same technology could be used to help patients with paralysis manipulate a cursor on a computer, for instance. That could be applied to other paradigms as well, including touch controls on an iPhone, and even typing using a virtual keyboard, according to the company.

Musk separately tweeted that in fact, he expects the initial version of Neuralink’s product to be able to allow someone with paralysis that prevents standard modes of phone interaction to use one faster than people using their thumbs for input. He also added that future iterations of the product would be able to enable communication between Neuralinks in different parts of a patient’s body, transmitting between an in-brain node and neural pathways in legs, for instance, making it possible for “paraplegics to walk again.”

These are obviously bold claims, but the company cites a lot of existing research that undergirds its existing demonstrations and near-term goals. Musk’s more ambitious claims, should, like all of his projections, definitely be taken with a healthy dose of skepticism. He did add that he hopes human trials will begin to get underway “hopefully later this year,” for instance – which is already two years later than he was initially anticipating those might start.

Spotify stays quiet about launch of its voice command ‘Hey Spotify’ on mobile

In 2019, Spotify began testing a hardware device for automobile owners it lovingly dubbed “Car Thing,” which allowed Spotify Premium users to play music and podcasts using voice commands that began with “Hey, Spotify.” Last year, Spotify began developing a similar voice integration into its mobile app. Now, access to the “Hey Spotify” voice feature is rolling out more broadly.

Spotify chose not to officially announce the new addition, despite numerous reports indicating the voice option was showing up for many people in their Spotify app, leading to some user confusion about availability.

One early report by GSM Arena, for example, indicated Android users had been sent a push notification that alerted them to the feature. The notification advised users to “Just enable your mic and say ‘Hey Spotify, Play my Favorite Songs.” When tapped, the notification launched Spotify’s new voice interface where users are pushed to first give the app permission to use the microphone in order to be able to verbally request the music they want to hear.

Several outlets soon reported the feature had launched to Android users, which is only partially true.

As it turns out, the feature is making its way to iOS devices, as well. When we launched the Spotify app here on an iPhone running iOS 14.5, for instance, we found the same feature had indeed gone live. You just tap on the microphone button by the search box to get to the voice experience. We asked around and found that other iPhone users on various versions of the iOS operating system also had the feature, including free users, Premium subscribers and Premium Family Plan subscribers.

The screen that appears suggests in big, bold text that you could be saying “Hey Spotify, play…” followed by a random artist’s name. It also presents a big green button at the bottom to turn on “Hey Spotify.”

Once enabled, you can ask for artists, albums, songs and playlists by name, as well as control playback with commands like stop, pause, skip this song, go back and others. Spotify confirms the command with a robotic-sounding male voice by default. (You can swap to a female voice in Settings, if you prefer.)

Image Credits: Spotify screenshot iOS

This screen also alerts users that when the app hears the “Hey Spotify” voice command, it sends the user’s voice data and other information to Spotify. There’s a link to Spotify policy regarding its use of voice data, which further explains that Spotify will collect recordings and transcripts of what you say along with information about the content it returned to you. The company says it may continue to use this data to improve the feature, develop new voice features and target users with relevant advertising. It may also share your information with service providers, like cloud storage providers.

The policy looks to be the same as the one that was used along with Spotify’s voice-enabled ads, launched last year, so it doesn’t seem to have been updated to fully reflect the changes enabled with the launch of “Hey Spotify.” However, it does indicate that, like other voice assistants, Spotify doesn’t just continuously record — it waits until users say the wake words.

Given the “Hey Spotify” voice command’s origins with “Car Thing,” there’s been speculation that the mobile rollout is a signal that the company is poised to launch its own hardware to the wider public in the near future. There’s already some indication that may be true — MacRumors recently reported finding references and photos to Car Thing and its various mounts inside the Spotify app’s code. This follows Car Thing’s reveal in FCC filings back in January of this year, which had also stoked rumors that the device was soon to launch.

Spotify was reached for comment this morning, but has yet been unable to provide any answers about the feature’s launch despite a day’s wait. Instead, we were told that they “unfortunately do not have any additional news to share at this time.” That further suggests some larger projects could be tied to this otherwise more minor feature’s launch.

Though today’s consumers are wary of tech companies’ data collection methods — and particularly their use of voice data after all three tech giants confessed to poor practices on this front — there’s still a use case for voice commands, particularly from an accessibility standpoint and, for drivers, from a safety standpoint.

And although you can direct your voice assistant on your phone (or via CarPlay or Android Auto, if available) to play content from Spotify, some may find it useful to be able to speak to Spotify directly — especially since Apple doesn’t allow Spotify to be set as a default music service. You can only train Siri to launch Spotify as your preferred service.

If, however, you have second thoughts about using the “Hey Spotify” feature after enabling it, you can turn it off under “Voice Interactions” in the app’s settings.

Apple launches an app for testing devices that work with ‘Find My’

Apple has launched a new app, Find My Certification Asst., designed for use by MFi (Made for iPhone) Licensees, who need to test their accessories’ interoperability with Apple’s Find My network. The network helps users find lost Apple devices — like iPhones, AirPods, and Mac computers, among other things — but is poised to add support for finding other compatible accessories manufactured by third parties.

The launch of the testing app signals that Apple may be ready to announce the launch of the third-party device program in the near future.

According to the app’s description, MFi Licensees can use Find My Certification Asst. to test the “discovery, connection, and other key requirements” for their accessories that will incorporate Apple’s Find My network technology. It also points to information about the Find My network certification program on Apple’s MFi Portal at mfi.apple.com, which currently references Find My network as a MFi program technology that’s “launching soon.”

The new app’s screenshots indicate it allows device makers to run a wide variety of tests in areas like connectivity, sound (for example, if the item can make a noise when misplaced), firmware, key management, NFC, power, and more.

Image Credits: App Store screenshot

The app became publicly available on Sunday, April 4th on the iOS App Store, according to Sensor Tower data. It’s brand-new so is not yet ranking in any App Store categories, including its own, “Developer Tools,” or others. It also has no ratings and reviews at this time.

The app’s launch is step towards the larger goal of opening up the Apple Find My network to third-parties and Apple’s planned launch of its own new accessory, AirTags.

Apple at last year’s Worldwide Developer Conference had first announced it would open up Find My to third-party devices after facing pressure from regulators in the U.S. and Europe who had been looking into, among other things, whether Apple had been planning to give itself an advantage with its forthcoming launch of AirTags, a competitor to Tile’s lost-item finder.

Image Credits: screenshot of FMCA app

A prominent Apple critic, Tile had complained that AirTags would be able to connect with Apple’s U1 chips, which use UWB (ultra-wideband) technology for more precise finding capabilities, and at a Congressional hearing noted that AirTags would work with Apple’s own Find My app, which ships by default on Apple devices. This, Tile believed, would give Apple a first-party advantage in the lost-item finder market that Tile had successfully established and dominated for years.

Apple, in response, opened up third-party developer access to its U1 chip via its “NearbyInteraction” framework last year. As a result, Tile in Jan. 2021 announced its plan to launch a new tracker powered by UWB.

More recently, Apple updated its Find My app to include a new tab called “Items” in preparation for the app’s expanded support for AirTags and other third-party accessories, like those from Tile and others. This “Items” tab is enabled in latest Apple’s iOS 14.5 beta release, where the app explains how the Find My app will now be able to help users keep track of their everyday items — including accessories and other items that are compatible with Find My.

However, Tile (and likely others) feel that Apple’s concessions still disadvantage their businesses because participation in Apple’s FindMy program means that the third-party device maker would have to abandon its existing app and instead require its customers to use Apple’s FindMy app — effectively turning over its customers and their data to Apple.

It’s worth noting that, upon launch, the app features an icon that shows three items: headphones, a backpack and a suitcase. Not coincidentally, perhaps, Tile’s first integrations were with Bose headphones and luggage and bag makers, Away and Herschel.

Apple has not responded to a request for comment about the new app’s launch.

U.S. iPhone users spent average of $138 on apps in 2020, to grow to $180 in 2021

U.S. consumers spent an average of $138 on iPhone apps last year, an increase of 38% year-over-year, largely driven by the pandemic impacts, according to new data from app store intelligence firm Sensor Tower. Throughout 2020, consumers turned to iPhone apps for work, school, entertainment, shopping, and more, driving per-user spending to a new record and the greatest annual growth since 2016, when it had then popped by 42% year-over-year.

Sensor Tower tells TechCrunch it expects the trend of increased consumer spend to continue in 2021, when it projects consumer spend per active iPhone in the U.S. to reach an average of $180. This will again be tied, at least in part, to the lift caused by the pandemic — and, particularly, the lift in pandemic-fueled spending on mobile games.

Image Credits: Sensor Tower

Last year’s increased spending on iPhone apps in the U.S. mirrored global trends, which saw consumers spend a record $111 billion on both iOS and Android apps, per Sensor Tower, and $143 billion, per App Annie, whose analysis had also included some third-party Android app stores in China.

In terms of where U.S. iPhone consumer spending was focused in 2020, the largest category was, of course, gaming.

In the U.S., per-device spending on mobile games grew 43% year-over-year from $53.80 in 2019 to $76.80 in 2020. That’s more than 20 points higher than the 22% growth seend between 2018 and 2019, when in-game spending grew from $44 to $53.80.

U.S. users spent the most money on puzzle games, like Candy Crush Saga and Gardenscapes, which may have helped to take people’s minds off the pandemic and its related stresses. That category averaged $15.50 per active iPhone, followed by casino games, which averaged $13.10, and was driven by physical casinos closures. Strategy games also saw a surge in spending in 2020, growing to an average of $12.30 per iPhone user spending.

Image Credits: Sensor Tower

Another big category for in-app spending was Entertainment. With theaters and concerts shut down, consumers turned to streaming apps in larger numbers. Disney+ had launched in late 2019, just months ahead of the pandemic lockdowns and HBO Max soon followed in May 2020.

Average per-device spending in this category was second-highest, at $10.20, up 26% from the $8.10 spent in 2019. For comparison, per-device spending had only grown by 1% between 2018 and 2019.

Other categories in the top five by per-device spending included Photo & Video (up 56% to $9.80), Social Networking (up 41% to $7.90) and Lifestyle (up 14% to $6.50).

These increases were tied to apps like TikTok, YouTube, and Twitch — the latter which saw 680% year-over-year revenue growth in 2020 on U.S. iPhones, specifically. TikTok, meanwhile, saw 140% growth. In the Lifestyle category, dating apps were driving growth as consumers looked to connect with others virtually during lockdowns, while bars and clubs were closed.

Overall, what made 2020 unique was not necessarily what apps people where using, but how often they were being used and how much was being spent.

App Annie had earlier pointed out that the pandemic accelerated mobile adoption by two to three years’ time. And Sensor Tower today tells us that the industry didn’t see the same sort of “seasonality” around spending in certain types of apps, and particularly games, last year — even though, pre-pandemic, there are typically slower parts of the year for spending. That was not the case in 2020, when any time was a good time to spend on apps.

 

Apple Maps adds COVID-19 travel guidance for over 300 airports worldwide

Apple has updated its native Maps app with more helpful information designed to assist with travel while mitigating the spread of COVID-19. Apple Maps on iPhone, iPad and Mac will now show COVID-19 health measure information for airports when searched via the app, either through a link to the airport’s own COVID-19 advisory page, or directly on the in-app location card itself.

The new information is made available through a partnership with the Airports Council International and provides details on COVID-19 safety guidelines in effect at over 300 airports worldwide. The type of information provided includes requirements around COVID-19 testing, mask usage, screening procedures and any quarantine measures in effect, and generally hopes to help make the process of traveling while the global pandemic continues easier, and as vaccination programs and other counterefforts are set to prompt a global travel recovery.

Earlier this month, Apple also added COVID-19 vaccination locations within the U.S. to Apple Maps, which can be found when searching either via text, with Siri, or using the “Find nearby” location-based feature. Last year, the company added testing sites in various locations around the world and added COVID-19 information modules to cards for other types of businesses.

The Roblox final fantasy

Hello friends, and welcome to Week in Review.

Last week, I talked a bit about NFTs and their impact on artists. If you’re inundated with NFT talk just take one quick look at this story I wrote this week about the $69 million sale of Beeple’s photo collage. This hype cycle is probably all the result of crypto folks talking each other up and buying each other’s stuff, but that doesn’t mean there won’t be lasting impacts. That said, I would imagine we’re pretty close to the peak of this wave, with a larger one down the road after things cool off a bit. I’ve been wrong before though…

This week, I’m interested in a quick look at what your kids have been talking about all these years. Yes, Roblox.

If you’re reading this on the TechCrunch site, you can get this in your inbox from the newsletter page, and follow my tweets @lucasmtny.


David Baszucki, founder and CEO of Roblox - Roblox Developer Conference 2019

(Photo by Ian Tuttle/Getty Images for Roblox)

The big thing

Roblox went public on the New York Stock Exchange this week, scoring a $38 billion market cap after its first couple days of trading.

Investors rallied around the idea that Roblox is one of the most valuable gaming companies in existence. More than Unity, Zynga, Take-Two, even gaming giant Electronic Arts. It’s still got a ways to go to take down Microsoft, Sony or Apple though… The now-public company is so freaking huge because investors believe the company has tapped into something that none of the others have, a true interconnected creative marketplace where gamers can evolve alongside an evolving library of experiences that all share the same DNA (and in-game currency).

The gaming industry has entered a very democratic stride as cross-play tears down some of the walls of gaming’s platform dynamics. Each hardware platform that operates an app store of their own still has the keys to a kingdom, but it’s a shifting world with uncertainty ahead. While massive publishers have tapped cloud gaming as the trend that will string their blockbuster franchises together, they all wish they were in Roblox’s position. The gaming industry has seen plenty of Goliath’s in its day, but for every major MMO to strike it rich, it’s still just another winner in a field of disparate hits with no connective tissue.

Roblox is different, and while many of us still have the aged vision of the image above: a bunch of rudimentary Minecraft/Playmobile-looking mini-games, Roblox’s game creation tools are advancing quickly and developers are building photorealistic games that are wider in ambition and scope than before. As the company levels-up the age range it appeals to — both by holding its grasp on aging gamers on its platform and using souped-up titles to appeal to a new-generation — there’s a wholly unique platform opportunity here: the chance to have the longevity of an app store but with the social base layer that today’s cacophony of titles have never shared.

Whether or not Roblox is the “metaverse” that folks in the gaming world have been hyping, it certainly looks more like it than any other modern gaming company does.


SHENYANG, CHINA – MARCH 08: Customers try out iPhone 12 smartphones at an Apple store on March 8, 2021 in Shenyang, Liaoning Province of China. (Photo by VCG/VCG via Getty Images)

Other things

Apple releases some important security patches
It was honestly a pretty low-key week of tech news, I’ll admit, but folks in the security world might not totally buy that characterization. This week, Apple released some critical updates for its devices, fixing a Safari vulnerability that could allow attackers to run malicious code on a user’s unpatched devices. Update your stuff, y’all.

TikTok gets proactive on online bullying
New social media platforms have had the benefit of seeing the easy L’s that Facebook teed itself up for. For TikTok, its China connection means that there’s less room for error when it comes to easily avoidable losses. The team announced some new anti-bullying features aimed at cutting down on toxicity in comment feeds.

Dropbox buys DocSend
Cloud storage giants are probably in need of a little reinvention, the enterprise software boom of the pandemic has seemed to create mind-blowing amounts of value for every SaaS company except these players. This week, Dropbox made a relatively big bet on document sharing startup DocSend. It’s seemingly a pretty natural fit for them, but can they turn in into a bigger opportunity?

Epic Games buys photogrammetry studio
As graphics cards and consoles have hit new levels of power, games have had to satisfy desired for more details and complexity. It takes a wild amount of time to create 3D assets with that complexity so plenty of game developers have leaned on photogrammetry which turns a series of photos or scans of a real world object or environment into a 3D model. This week, Epic Games bought one of the better known software makers in this space, called Capturing Reality, with the aim of integrating the tech into future versions of their game engine.

Twitter Spaces launches publicly next month
I’ve spent some more time with Twitter Spaces this week and am growing convinced that it has a substantial chance to kneecap Clubhouse’s growth. Twitter is notoriously slow to roll out products, but it seems they’ve been hitting the gas on Spaces, announcing this week that it will be available widely by next month.

Seth Rogen starts a weed company
There’s a lot of money in startups, there’s really never been a better time to get capital for a project… if you know the right people and have the right kind of expertise. Seth Rogen and weed are a pretty solid mental combo and him starting a weed company shouldn’t be a big shock.


A Coupang Corp. delivery truck drives past a company's fulfillment center in Bucheon, South Korea, on Friday, Feb. 19, 2021. South Korean e-commerce giant Coupang filed for an initial public offering in the U.S. and that could raise billions of dollars to battle rivals and kick off a record year for IPOs in the Asian country. Photographer: SeongJoon Cho/Bloomberg via Getty Images

SeongJoon Cho/Bloomberg via Getty Images

Extra things

Some of my favorite reads from our Extra Crunch subscription service this week:

Coupang follows Roblox to a strong first day of trading
“Another day brings another public debut of a multibillion-dollar company that performed well out of the gate.This time it’s Coupang, whose shares are currently up just over 46% to more than $51 after pricing at $35, $1 above the South Korean e-commerce giant’s IPO price range. Raising one’s range and then pricing above it only to see the public markets take the new equity higher is somewhat par for the course when it comes to the most successful recent debuts, to which we can add Coupang.” More

How nontechnical talent can break into deep tech
“Startup hiring processes can be opaque, and breaking into the deep tech world as a nontechnical person seems daunting. As someone with no initial research background wanting to work in biotech, I felt this challenge personally. In the past year, I landed several opportunities working for and with deep tech companies. More

Does your VC have an investment thesis or a hypothesis?
“Venture capitalists love to talk investment theses: on Twitter, Medium, Clubhouse, at conferences. And yet, when you take a closer look, theses are often meaningless and/or misleading…” More


Once more, if you liked reading this, you can get it in your inbox from the newsletter page, and follow my tweets @lucasmtny.

A bug in a popular iPhone app exposed thousands of call recordings

A security vulnerability in a popular iPhone call recording app exposed thousands of users’ recorded conversations.

The flaw was discovered by Anand Prakash, a security researcher and founder of PingSafe AI, who found that the aptly named Call Recorder app allowed anyone to access the call recordings from other users — by knowing their phone number.

But using a readily available proxy tool like Burp Suite, Prakash could view and modify the network traffic going in and out of the app. That meant he could replace his phone number registered with the app with the phone number of another app user, and access their recordings on his phone.

TechCrunch verified Prakash’s findings using a spare phone with a dedicated account.

The app stores its user’s call recordings on a cloud storage bucket hosted on Amazon Web Services. Although the public was open and lists the files inside, the files could not be accessed or downloaded. The bucket was closed by press time.

At the time of writing, the cloud storage bucket had more than 130,000 audio recordings, amounting to some 300 gigabytes. The app says it has more than 1 million downloads to date.

TechCrunch contacted the app developer and held this story until the flaw was fixed. A new version of the app was submitted to Apple’s app store on Saturday. The release notes said the app update was to “patch a security report.”

Despite a brief response to our initial email acknowledging the security issue, the app developer Arun Nair has not returned several requests for comment.


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Apple releases important iPhone, iPad, Mac and Watch security patches

Apple has released a set of security updates for iPhones, iPads, Macs and Watches. There are no new features — but these are updates you will still want to install.

As part of these security fixes, iPhones and iPads will update to iOS and iPadOS 14.4.1, watchOS users will update to 7.3.2 and macOS Big Sur will update to 11.2.3. Those on older versions of macOS can install the latest version of Safari, bumping the version to 14.0.3.

Apple says these are “important” security updates and are “recommended for all users.”

These patches fix the same vulnerability — a memory corruption bug in WebKit, the engine that powers Apple’s Safari browser. The bug can be triggered by visiting a malicious web page containing code that can exploit the vulnerability. Once exploited, an attacker can run malicious code on the affected Apple device.

The bugs were reported by Google and Microsoft, but are not believed to be actively exploited by malicious hackers unlike recent security flaws.

Last month, Apple pushed out iOS 14.4 to fix three WebKit vulnerabilities that were being “actively exploited.” The vulnerabilities were chained together to break into the underlying iPhone software.

If you haven’t already, update today.

Hackers release a new jailbreak tool for almost every iPhone

An iPhone hacking team has released a new jailbreak tool for almost every iPhone, including the most recent models, by using the same vulnerability that Apple last month said was under active attack by hackers.

The Unc0ver team released its latest jailbreak this weekend, and says it works on iOS 11 (iPhone 5s and later) to iOS 14.3, which Apple released in December.

Jailbreaking is a cat-and-mouse game between security researchers who want greater control and customizations over their phones, and Apple, which says it locks down iPhones for security. Hackers build jailbreak tools by finding and exploiting vulnerabilities that can lift some of the restrictions that Apple puts in place, like installing apps outside of its app store, which most Android users are already used to.

In a tweet, the jailbreak group said it used its “own exploit” for CVE-2021-1782, a kernel vulnerability that Apple said was one of three flaws that “may have been actively exploited” by hackers. By targeting the kernel, the hackers are able to get deep hooks into the underlying operating system.

Apple fixed the vulnerability in iOS 14.4, released last month, which also prevents the jailbreak from working on later versions. It was a rare admission that the iPhone was under active attack by hackers, but the company declined to say who the hackers were and who they were targeting. Apple also granted anonymity to the researcher who submitted the bug.

The group’s last jailbreak, which supported iPhones running iOS 11 to iOS 13.5, was fixed in a matter of days last year. Apple works quickly to understand and fix the vulnerabilities found by jailbreak groups, since these same vulnerabilities can be exploited maliciously.

Security experts generally advise iPhone users against jailbreaking because it makes the device more vulnerable to attacks. And while keeping your phone up to date may introduce security fixes that remove the jailbreak, it’s one of the best ways of keeping your device secure.


Early Stage is the premiere ‘how-to’ event for startup entrepreneurs and investors. You’ll hear first-hand how some of the most successful founders and VCs build their businesses, raise money and manage their portfolios. We’ll cover every aspect of company-building: Fundraising, recruiting, sales, legal, PR, marketing and brand building. Each session also has audience participation built-in – there’s ample time included in each for audience questions and discussion.

Maple launches with $3.5 million in funding to become the SaaS backoffice for the family

Much of our daily lives have been transformed in one way or another by technology – and often through intentional efforts to innovate thanks to the advent of new technology. Now more than ever, we rely on shared collaboration platforms and digital workspaces in our professional lives, and yet most of the changes wrought by tech on our home and family lives seem like the accidental effects of broader trends, rather than intentional shifts. Maple, a new startup launching today, aims to change that.

Founded by former Shopify product director and Kit (which was acquired by Shopify in 2016) co-founder Michael Perry, Maple is billed as “the family tech platform,” and hopes to ease the burden of parenting, freeing up parents, aunts, uncles, grandparents and kids to spend more quality time together. The startup, which is launching its app on iPhone and Android for all and onboarding new users from its waitlist over the next few weeks, has raised $3.5 million in seed funding – an impressive round for a company just about seven months into its existence. The round was led by Inspired Capital, and includes participation by Box Group, but is also supported by a number of angels who were Perry’s former colleagues at Shopify, including Shopify President Harley Finkelstein.

Perry and his co-founder Mike Taylor, who also co-founded Kit, decided to leave Shopify in order to pursue Perry’s vision of a platform that can help parents better manage their family lives – a platform made up of a social layer, a task-focused list of shared responsibilities, and a bourgeoning service marketplace that looks and feels a lot like the ecosystem Shopify has built for empowering e-commerce entrepreneurs. That’s by design, Perry says.

“I think you’re gonna see a lot of Shopify inspiration in this product – we think we’re the back office of every family,” Perry told me in an interview. “And we think we’re building the app ecosystem of apps, services, all kinds of things that are going to live on this platform that’s going to revolutionize parenting.”

In its current early incarnation, Maple’s primary interface for parents is a list of various tasks they need to take care of during the day. During onboarding, Maple asks parents what they’re typically responsible for in the household, and then uses some basic machine learning behind the scenes to build a customized schedule for getting those things done. Maple has signed on three initial partners to assist with accomplishing some of these tasks, including Evelyn Rusli’s Yumi food and nutrition brand for infants; Lalo, a DTC baby and toddler furniture and gear brand; and Haus, which will be providing date night packages for parents to enjoy for some getaway time.

Maple co-founder Micheal Perry with his son.

The platform will offer users the ability to tap others for help with tasks – these could be other family members added to the household, or the partners mentioned above (the plan is to bring on more, but to gate admittance initially while developing API endpoints that any company can potentially tap into). When interacting with family members, Maple also encourages smalls social interactions, like thanking someone for their help on a particular task or just showing general appreciation. Perry says this is a key ingredient he prioritized in product design.

“We have this cool thing that every day at eight o’clock, we give you an end of the day recap with your family,” Perry said. “So you click on it, and it will show me that, for example, Alex [Perry’s wife] completed three responsibilities for our family today, and how many I did for my family today, and how much help I received from other people today. And directly in app, you can send these cool little ‘Thank you ‘messages and say, you know, I love you, I appreciate you – we’re a great team. And Alex will get those messages. We believe in a world where this can be incredibly dynamic, in many different ways kto kind of bring some love and appreciation and make parenting feel more rewarding and easier.”

Perry is quick to note that what Maple offers today is only the beginning, and it’s clear he has bold ambitions for the platform. He talked about building “the family graph,” or a trove of data that can be used to not only build intelligent recommendations and develop ever more advanced machine learning to optimize family management, but also to provide partners with the tools they need to build products to best serve families. I asked Perry what that means for privacy, given that people are likely to be far more reluctant to share info around their families than they are about their work lives. He said the they team plans to go slow in terms of what it exposes to partners, when, and how, and that they’ll have user privacy in mind at each step – since, after all, Perry himself is a father and a husband and is wary of any incursions on his own private life.

For now, partners like Yumi only receive what users share with them through their own account creation and login mechanism, and they only pass back a basic attribution token – essentially letting Maple know the task was completed so it can mark it off in a user’s list.

Image Credits: Maple

Maple’s partners today are representative of the kind of businesses that might make use of the platform in future, but Perry has a much broader vision. He hopes that Maple can ultimately help parents handle their responsibilities across a wide range of needs and income levels. Right now, Perry points out, a lot of what’s available to parents in terms of support is only available to higher income brackets – ie., nannies and dedicated caregivers. Perry says that his experience growing up relatively poor with a young mother supporting the family while his father worked long hours led him to want to provide something better.

“You have 125 million households in America, you have 3 million children being born every year, you have 30% of the households in America being single parent-run households,” Perry said. “It’s hard. Some people are working one two jobs, most couples are working couples. Every industry that’s changed has been about making things more accessible. In the case of Shopify, at one point building, an online store required hundreds of thousands of dollars and a bunch of skilled people. Now you can start a store for $20 in five minutes – 20 years ago, that was unfathomable.”

For Perry, Maple represents a path to that kind of shift in the economics of parenting and a network of family services, including goods, care, leisure and more. The startup has plans to eventually enlist other parents to provide services, which Perry says will unlock part-time income generation for full-time parents, allowing parents to help each other at the same time.

I asked him if he thought people would be reluctant to treat their family lives with the same kind of optimization approach favored by enterprise and commercial platform tools, but he suggested that in fact, not taking advantage of those same technologies in our personal lives is a missed opportunity.

“We believe that, uniquely, we’re living through a generation where we can start creating more time for people,” Perry said. “I think what makes Maple so unique is that no company has approached this by asking ‘How do we create more time for you so that you can spend more time with your kids?’ in the consolidated way that we have.”

Disclosure: I worked at Shopify from 2018 to 2019 while Perry was employed there, but we did not work together directly.