The company behind Arc is now building a second, much simpler browser

By David Pierce , editor-at-large and Vergecast co-host with over a decade of experience covering consumer tech. Previously, at Protocol, The Wall Street Journal, and Wired.

Stop me if this sounds familiar: The Browser Company is building a browser that it thinks can make your internet life a little more organized, a little more useful, and maybe even a little more delightful. It has new ideas about tabs, and what your browser can do on your behalf.

I’ve heard this story before! But the browser that Browser Company CEO Josh Miller wants to talk about when he calls me on Thursday isn’t Arc, the product he and his team have been working on for the last five years. It’s not Arc 2.0, either, even though Miller has been talking publicly about Arc 2.0 for a while now. It’s an entirely new browser. And for Miller and The Browser Company, it’s a chance to get back to building the future of browsers they set out to create in the first place.

A strange thing has happened over the last couple of years, Miller says. Arc has grown fast — users quadrupled this year alone — but it has also become clear that Arc is never going to be a truly mainstream product. It’s too complicated, too different, too hard to get into. “It’s just too much novelty and change,” Miller says, “to get to the number of people we really want to get to.” User interviews and data have convinced the company that this is a power-user tool, and always will be.

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