Google’s project killing spree has found a fashionable new victim

The Google Advanced Technology and Projects division, more commonly referred to as ATAP, has been responsible for a handful of eye-catching display stands with the Soli radio system and wardrobe-focused Jacquard being two of them. Both were announced in 2015 and hit the market two years later, with Jacquard giving us some of his most unexpected collaborations, including with clothing maker Levi’s and luxury fashion brand Yves Saint Laurent – with the former bringing us some modern hardware-equipped jackets. Smart Tracking Adidas launched Jacquard tags for soccer soles. But after remaining relatively quiet since these partnerships — with the exception of the 2019 release of two new Jacquard/Levi’s jackets — the end appears to be near for the project and corresponding companion app.

The latest release of the Jacquard app for Android pretty much marks the end of the project. Even if you don’t have the app, it doesn’t seem like a secret with a file what’s new A section in the Play Store states:

This release adds the ability to notify users of updates to support the product in the future.

Furthermore, opening the app with the internet disabled returns the page pictured below, while 9to5Google End-of-life references, including the AppShutdown header, are found within the application code. All of this points to an imminent Google announcement of Jacquard’s death.

It’s not entirely clear what will happen to customers who have purchased Jacquard-supported jackets or backpacks as the companion app moves out to pasture. One Jacquard product, the aforementioned adidas Smart Sole Athlete Shoe, separate application which was updated a month ago, but even its future is uncertain following this revelation.

Project Jacquard, while less terrifying than Google Glass, might have had just as much appeal for the buying public. The feature set was half decent, including the ability to be notified by the jacket when you leave your phone behind or control the music on the phone by making a gesture on the jacket. But Jacquard didn’t seem to catch on the way some wanted it to and it doesn’t help that Google has been in a bit of a mood lately about anything other than AI, like Stadia.