Don't assume this "phone" is geared for consumers directly
It may look like 4 vertically stacked watchOS displays which lets you do "essential" things (but other than time or quick auto text replies, not much dynamically...
BUT
Facebook is an app on their platforms
Amazon too but Alexa/Echo is push for hardware
The home, the TV, the car...all touch point access control on-ramps
The next fight for the next OS...