Google has announced that it is closing the Google+ platform. The company has shared four challenges it faced and how it is tackling them.

Google’s VP of Engineering Ben Smith says, “At the beginning of this year, we started an effort called Project Strobe—a root-and-branch review of third-party developer access to Google account and Android device data and of our philosophy around apps’ data access. This project looked at the operation of our privacy controls, platforms where users were not engaging with our APIs because of concerns around data privacy, areas where developers may have been granted overly broad access, and other areas in which our policies should be tightened.

We’re announcing the first four findings and actions from this review today.

Finding 1: There are significant challenges in creating and maintaining a successful Google+ product that meets consumers’ expectations.

Action 1: We are shutting down Google+ for consumers.

Over the years we’ve received feedback that people want to better understand how to control the data they choose to share with apps on Google+. So as part of Project Strobe, one of our first priorities was to closely review all the APIs associated with Google+”.

Project Strobe: Protecting your data, improving our third-party APIs, and sunsetting consumer Google+