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Chips Are the New Oil and America Is Spending Billions to Safeguard Its Supply

Only in the past two years has the U.S. fully grasped that semiconductors are now as central to modern economies as oil.

In the digitizing world, power tools commonly come with Bluetooth chips that track their locations. Appliances have added chips to manage electricity use. In 2021, the average car contained about 1,200 chips worth $600, twice as many as in 2010.

The supply-chain crunch that created a chip shortage brought the lesson home. Auto makers lost $210 billion of sales last year because of missing chips, according to consulting firm AlixPartners. Competition with China has stoked concerns that it could dominate key chip sectors, for either civilian or military uses, or even block U.S. access to components.

Now the government and companies are spending billions on a frenetic effort to build up domestic manufacturing and safeguard the supply of chips. Since 2020, semiconductor companies have proposed more than 40 projects across the country worth nearly $200 billion that would create 40,000 jobs, according to the Semiconductor Industry Association.

It’s a big bet on an industry that is defining the contours of international economic competition and determining countries’ political, technological and military advantage.

“Where the oil reserves are located has defined geopolitics for the last five decades,”

Intel Corp.

INTC -0.59%

Chief Executive

Pat Gelsinger

declared at a Wall Street Journal conference in October. “Where the chip factories are for the next five decades is more important.”

President Biden at the groundbreaking ceremony for a new Intel semiconductor manufacturing facility in Ohio in September.



Photo:

James D. DeCamp/Zuma Press

As oil became a linchpin of industrial economies in the 1900s, the U.S. became one of the world’s largest producers. Securing the semiconductor supply is more complicated. While one barrel of oil is much like another, semiconductors come in a bewildering range of types, capabilities and costs and depend on a multilayered supply chain spanning thousands of inputs and numerous countries. Given the economies of scale, the U.S. can’t produce all of these itself.

“There’s zero leading-edge production in the U.S.,” said Mike Schmidt, who heads the Department of Commerce office overseeing the implementation of the Chips and Science Act, signed into law by President Biden in August, which directs $52 billion in subsidies to semiconductor manufacturing and research. “We are talking about making the U.S. a global leader in leading-edge production and creating self-sustaining dynamics going forward. There’s no doubt it’s a very ambitious set of objectives.”

The recent shortages that hurt the most didn’t necessarily involve the most expensive chips.

Jim Farley,

Ford Motor Co.

’s chief executive, told a gathering of chip executives in San Jose, Calif., in November that factory workers, meaning workers in North America, had worked a full week only three times since the beginning of that year because of chip shortages. A lack of simple chips, including 40-cent parts needed for windshield-wiper motors in F-150 pickup trucks, left it 40,000 vehicles short of production targets.

Until 2014, machines that treat sleep apnea made by San Diego-based

ResMed Inc.

each contained just one chip, to handle air pressure and humidity. Then ResMed started putting cellular chips into the devices that beamed nightly report cards on users’ sleep patterns to their smartphones and to their doctors.

As a result, regular usage by users climbed from just over half to about 87%. Because mortality is lower for sleep-apnea sufferers who consistently use their devices, a relatively simple chip could help save lives.

An employee assembled ResMed’s sleep apnea devices in Singapore on Dec. 27. Ore Huiying for The Wall Street Journal
ResMed redesigned its machines during the chip shortage. Ore Huiying for The Wall Street Journal

ResMed’s sleep apnea devices are assembled in Singapore. Ore Huiying for The Wall Street Journal

ResMed couldn’t get enough of the cellular chips during the chip shortage when demand for its machines went up, in part because a competitor’s devices were recalled. Some suppliers reneged on supply agreements. Patients faced monthslong waits.

Chief Executive

Mick Farrell

said he implored longstanding suppliers to give priority to his equipment, though his orders were relatively small. “I asked for more, more and more, and to please prioritize us,” he said. “This is a case of life and death—we’re not just asking for something that makes you feel better.”

The company redesigned its machines, which are assembled in Singapore and Sydney, to replace the chips in short supply with others more readily available. It sought out new chip suppliers. It even rolled back the clock and released a version of a device without the cellular chip.

Though the chip shortage has abated somewhat and the company’s newest breathing devices have the cellular chip back, Mr. Farrell worries chip supply could be a bottleneck.

In May, he was one of a group of medical-technology CEOs who pleaded with Commerce Secretary Gina Raimondo on a conference call for help. Ms. Raimondo’s staff asked other federal agencies to designate medical equipment as essential and helped connect buyers directly to manufacturers to bypass distributors.

Such pleas also lent urgency to the Biden administration’s efforts, led by Ms. Raimondo, to pass the Chips and Science Act. The U.S. has long been leery of industrial policy, under which the government rather than the market steers resources to particular industries. Many economists criticize industrial policy as picking winners. But many Republican and Democratic legislators argue that semiconductors should be an exception because, like oil, they have vital civilian and military uses.

Commerce Secretary Gina Raimondo in July.



Photo:

Anna Moneymaker/Getty Images

Soon after the act passed, Intel, which had pushed Congress to pass the legislation for two years, broke ground on a $20 billion project in Ohio. The Commerce Department will announce guidelines next month for how the law’s manufacturing subsidies will be awarded.

American scientists and engineers invented and commercialized semiconductors starting in the 1940s, and today U.S. companies still dominate the most lucrative links in the semiconductor supply chain: the design of chips, software tools that translate those designs into actual semiconductors, and, with competitors in Japan and the Netherlands, the multimillion-dollar machines that etch chip designs onto wafers inside fabrication plants, or fabs.

But the actual fabrication of semiconductors has been increasingly outsourced to Asia. The U.S. share of global chip manufacturing has eroded, from 37% in 1990 to 12% in 2020, while mainland China’s share has gone from around zero to about 15%, according to Boston Consulting Group and SIA. Taiwan and South Korea each accounted for a little over 20%.

The most cutting-edge manufacturers of advanced logic chips, the brains of computers, smartphones and servers, are

Taiwan Semiconductor Manufacturing Co.

—a foundry that makes chips designed by others—and South Korea-based

Samsung

Electronics Co. Intel comes in third. Memory chips are primarily made in Asia by U.S.- and Asian-headquartered companies. Lower-end analog chips, which often perform just a few tasks in consumer and industrial products, are produced around the world.




Region’s Share of activity

Circuit designs

and software

CPUs and other

digital chips

Activity’s Share of total

Data storage and

computer memory

Equipment used

to make chips

Chip-manufacturing

materials

Chip assembly

and testing

Chip makers are spending billions on new factories that could boost the country’s share of manufacturing…

…but significant obstacles remain, including slow growth in the number of U.S. engineering students.

U.S. semiconductor investments in the next 10 years

Citizenship of graduate students and postdoctoral appointees in U.S. engineering programs

Materials/

suppliers

$9 billion

U.S. citizens

and permanent

residents

Chip-making

factories

$186.6 billion

Region’s Share of activity

Circuit designs

and software

CPUs and other

digital chips

Activity’s Share of total

Data storage and

computer memory

Equipment used

to make chips

Chip-manufacturing

materials

Chip assembly

and testing

Chip makers are spending billions on new factories that could boost the country’s share of manufacturing…

…but significant obstacles remain, including slow growth in the number of U.S. engineering students.

Citizenship of graduate students and postdoctoral appointees in U.S. engineering programs

U.S. semiconductor investments in the next 10 years

Materials/

suppliers

$9 billion

U.S. citizens

and permanent

residents

Chip-making

factories

$186.6 billion

Region’s Share of activity

Circuit designs

and software

CPUs and other

digital chips

Activity’s Share of total

Data storage and

computer memory

Equipment used

to make chips

Chip-manufacturing

materials

Chip assembly

and testing

Chip makers are spending billions on new factories that could boost the country’s share of manufacturing…

…but significant obstacles remain, including slow growth in the number of U.S. engineering students.

Citizenship of graduate students and postdoctoral appointees in U.S. engineering programs

U.S. semiconductor investments in the next 10 years

Materials/

suppliers

$9 billion

U.S. citizens and

permanent residents

Chip-making

factories

$186.6 billion

Region’s Share

of activity

Circuit designs

and software

CPUs and other

digital chips

Activity’s Share of total

Data storage

and computer

memory

Equipment used

to make chips

Chip-manufacturing

materials

Chip assembly

and testing

Chip makers are spending billions on new factories that could boost the country’s share of manufacturing…

U.S. semiconductor investments in the next 10 years

Materials/

suppliers

$9 billion

Chip-making

factories

$186.6 billion

…but significant obstacles remain, including slow growth in the number of U.S. engineering students.

Citizenship of graduate students and postdoctoral appointees in U.S. engineering programs

U.S. citizens

and permanent

residents

Region’s Share

of activity

Circuit designs

and software

CPUs and other

digital chips

Activity’s Share of total

Data storage

and computer

memory

Equipment used

to make chips

Chip-manufacturing

materials

Chip assembly

and testing

Chip makers are spending billions on new factories that could boost the country’s share of manufacturing…

U.S. semiconductor investments in the next 10 years

Materials/

suppliers

$9 billion

Chip-making

factories

$186.6 billion

…but significant obstacles remain, including slow growth in the number of U.S. engineering students.

Citizenship of graduate students and postdoctoral appointees in U.S. engineering programs

U.S. citizens

and permanent

residents

The concentration of so much chip production in three hot spots—China, Taiwan and South Korea—unsettles U.S. military and political leaders. They worry that if China achieved dominance in leading-edge semiconductors, on its own or by invading Taiwan, it would threaten the U.S. economy and national security in a way Japan, an ally, didn’t when it briefly dominated semiconductor manufacturing in the 1980s.

Starting around 2016, U.S. officials began blocking Chinese efforts to procure front-line chip companies and technology. Many in Washington were blindsided last July when a Canadian research firm reported that China’s largest chip maker,

Semiconductor Manufacturing International Corp.

, had begun to manufacture 7-nanometer chips—a level of sophistication thought beyond its ability.

With little warning, on Oct. 7, the U.S. government installed the broadest-ever restrictions on chip-related exports to China. The U.S. had long been willing to let Chinese semiconductor capabilities advance, as long as the U.S. maintained a lead. The new controls go much further, seeking to hold China in place while the U.S. and its allies race ahead.

A ceremony marked the beginning of bulk production of 3-nanometer chips at a Taiwan Semiconductor Manufacturing Co. facility in Taiwan on Dec. 29. Lam Yik Fei/Bloomberg News
A circuit board on display at Macronix International Co. in Taiwan. Annabelle Chih/Getty Images

A ceremony marked the beginning of bulk production of 3-nanometer chips at a Taiwan Semiconductor Manufacturing Co. facility in Taiwan on Dec. 29, left. A circuit board on display at Macronix International Co. in Taiwan, right. Lam Yik Fei/Bloomberg News; Annabelle Chih/Getty Images

Meanwhile, U.S. officials hope federal subsidies will lead to factories that are sufficiently large and advanced to remain competitive and profitable long into the future. “We have got to figure out a way through every piece of leverage we have…to push these companies to go bigger,” Ms. Raimondo said in an interview. “I need Intel to think about taking that $20 billion facility in Ohio and making it a $100 billion facility. We’ve got to convince TSMC or Samsung that they can go from 20,000 wafers a month to 100,000 and be successful and profitable in the United States. That’s the whole game here.”

That ambition comes at a delicate time for chip makers, many of whom have seen a sharp drop in demand for electronics that were hot during the early days of the pandemic. Intel is paring capital spending amid the slump, and TSMC said this week that weak demand could lead it to cut capital expenditures this year.

To defray the chip companies’ investment needs, Ms. Raimondo has approached private infrastructure investors about participating in chip projects, modeled on

Brookfield Asset Management Inc.’s

co-investment in Intel’s Arizona fabs. Last November she pitched the idea to 700 money managers at an investment conference in Singapore organized by Barclays Bank.

She also approached chip customers including

Apple Inc.

about buying chips these fabs produce. “We will need big customers to give commitments to purchase [the fabs’ output], which will help de-risk deals and show there is a market for these chips,” she said.

Those efforts appeared to pay off in December when TSMC announced it would up its investment to $40 billion in leading-edge chips at a facility already being built on a vast scrubby area north of Phoenix. Formerly home to wild burros and coyotes, it now teems with construction cranes and takes delivery of some of the most advanced manufacturing equipment in the world.

At a ceremony that month attended by Mr. Biden and top administration officials, including Ms. Raimondo, Apple Chief Executive

Tim Cook

and

Advanced Micro Devices Inc.

chief

Lisa Su

pledged to buy some of the facility’s output.

Workers at TSMC’s manufacturing facility in Phoenix in December.



Photo:

Brendan Smialowski/Agence France-Presse/Getty Images

Still, TSMC told the Commerce Department in a public letter that despite excitement about its plans and local, state and potentially federal subsidies, costs were higher than if a similar operation were built at home.

Morris Chang,

TSMC’s founder, said in November that the differential could be 50%. TSMC said it sent more than 600 American engineers to Taiwan for training.

Outside the U.S., Europe has its own plans to double its share of global production over about 10 years, while authorities in Taiwan, China and other Asian nations are pouring money into the sector. TSMC, in addition to its Arizona project, is building a chip plant in Japan and is looking at potential investments in Europe.

The high cost and scarcity of qualified labor in the U.S. has hampered previous efforts to reshore electronics manufacturing. Mung Chiang, president of Purdue University in Indiana, said computer and engineering students are drawn to chip design or software, areas where American companies are leaders, rather than manufacturing.

“Even if they say, ‘Yes, semiconductor manufacturing sounds really good, I want to do it,’ well, where can they learn the real, live experience?”

In response, Purdue has created a dedicated semiconductor program it hopes will award more than 1,000 certificates and degrees annually by 2030 in person and online. In July,

SkyWater Technology,

a Bloomington, Minn.-based foundry, said it would build a $1.8 billion fab on Purdue’s campus, prospectively supported by Chips funding.

Developing a domestic supply of talent is only half the battle. The U.S. also depends on foreign countries for many key inputs to semiconductors.

The lasers that imprint tiny circuit blueprints on silicon wafers use purified neon gas, made from raw neon typically harvested from large air-separation units attached to steel plants. Those facilities produce the neon when they separate oxygen from the air for use in steel furnaces.

There Aren’t Enough Chips—Why Are They So Hard to Make?

Since the steel industry largely moved out of the U.S. over the past half-century, there is currently very little neon gas being produced domestically. Most has come from Ukraine, Russia and China, but Russia’s invasion of Ukraine has left China as the world’s main source.

“Is this a risk for the U.S.? Absolutely,” said Matthew Adams, an executive vice president at Electronic Fluorocarbons LLC, a Massachusetts-based company that imports, purifies and sells neon and other gases. “A prolonged ban of neon exports from China to the U.S. would shut down a significant portion of semiconductor production after inventories are exhausted.”

A handful of other raw materials used in chip making, such as tungsten, which is transformed into tungsten hexafluoride and used to build parts of transistors on chips, are similarly sourced primarily from China. To truly untie the U.S. chip industry from China would entail undoing several decades of globalization, something industry leaders say isn’t practical.

After working for years to catch up on U.S. technology, China has developed a chip that can rival Nvidia’s powerful A100. WSJ unpacks the processors’ design and capability as the two superpowers race for dominance in artificial intelligence. Illustration: Sharon Shi

Even if the U.S. doesn’t succeed in securing the entire semiconductor supply chain, it does have a chance to reverse the recent historical pattern of losing leadership in one manufacturing sector after another, including passenger cars, railroad equipment, machine tools, consumer electronics and solar panels.

“I don’t think we’ve ever done this before: Try in a conscious, targeted way to regain market share in an industry where we were once the leader, but then lost it,” said

Rob Atkinson,

president of the Information Technology and Innovation Foundation, which advocates government support of manufacturing.

Write to Asa Fitch at asa.fitch@wsj.com and Greg Ip at greg.ip@wsj.com

Copyright ©2022 Dow Jones & Company, Inc. All Rights Reserved. 87990cbe856818d5eddac44c7b1cdeb8

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Apple Makes Plans to Move Production Out of China

In recent weeks,

Apple Inc.

AAPL -0.34%

has accelerated plans to shift some of its production outside China, long the dominant country in the supply chain that built the world’s most valuable company, say people involved in the discussions. It is telling suppliers to plan more actively for assembling Apple products elsewhere in Asia, particularly India and Vietnam, they say, and looking to reduce dependence on Taiwanese assemblers led by

Foxconn

2354 4.05%

Technology Group.

Turmoil at a place called iPhone City helped propel Apple’s shift. At the giant city-within-a-city in Zhengzhou, China, as many as 300,000 workers work at a factory run by Foxconn to make iPhones and other Apple products. At one point, it alone made about 85% of the Pro lineup of iPhones, according to market-research firm Counterpoint Research. 

The Zhengzhou factory was convulsed in late November by violent protests. In videos posted online, workers upset about wages and Covid-19 restrictions could be seen throwing items and shouting “Stand up for your rights!” Riot police were present, the videos show. The location of one of the videos was verified by the news agency and video-verification service Storyful. The Wall Street Journal corroborated events shown in the videos with workers at the site.

Coming after a year of events that weakened China’s status as a stable manufacturing center, the upheaval means Apple no longer feels comfortable having so much of its business tied up in one place, according to analysts and people in the Apple supply chain.

“In the past, people didn’t pay attention to concentration risks,” said Alan Yeung, a former U.S. executive for Foxconn. “Free trade was the norm and things were very predictable. Now we’ve entered a new world.”

Footage shows police beating workers at Foxconn’s facility in Zhengzhou, China. The world’s biggest site making Apple smartphones had been under Covid-19 lockdowns in recent weeks. Screenshot: Associated Press

One response, say the people involved in Apple’s supply chain, is to draw from a bigger pool of assemblers—even if those companies are themselves based in China. Two Chinese companies that are in line to get more Apple business, they say, are Luxshare Precision Industry Co. and

Wingtech Technology Co.

 

On calls with investors earlier this year, Luxshare executives said some consumer-electronics clients, which they didn’t name, were worried about Chinese supply-chain snafus caused by Covid-19 prevention measures, power shortages and other issues. They said these clients wanted Luxshare to help them do more work outside China.

The executives referred to what is known as new product introduction, or NPI, when Apple assigns teams to work with contractors in translating its product blueprints and prototypes into a detailed manufacturing plan. 

It is the guts of what it takes to actually build hundreds of millions of gadgets, and an area where China, with its concentration of production engineers and suppliers, has excelled.

Apple has told its manufacturing partners that it wants them to start trying to do more of this work outside of China, according to people involved in the discussions. Unless places such as India and Vietnam can do NPI too, they will remain stuck playing second fiddle, say supply-chain specialists. However, the slowing global economy and slowing hiring at Apple have made it hard for the tech giant to allocate personnel for NPI work with new suppliers and new countries, said some of the people in the discussions.

Apple and China have spent decades tying themselves together in a relationship that, until now, has mostly been mutually beneficial. Change won’t come overnight. Apple still puts out new iPhone models every year, alongside steady updates of its iPads, laptops and other products. It must keep flying the plane while replacing an engine.

“Finding all the pieces to build at the scale Apple needs is not easy,” said Kate Whitehead, a former Apple operations manager who now owns her own supply-chain consulting firm.  

Yet the transition is under way, driven by two causes that are feeding on each other to threaten China’s historic economic strength. Some Chinese youth are no longer eager to work for modest wages assembling electronics for the affluent. They are seething in part because of Beijing’s heavy-handed Covid-19 approach, itself a concern for Apple and many other Western companies. Three years after Covid-19 started circulating, China is still trying to crush outbreaks with measures such as quarantines, as many other countries have returned to prepandemic norms.

Zhengzhou, China, is home to a giant Foxconn facility known as iPhone City. Shang Ji/Future Publishing/Getty Images
A worker is shown disinfecting equipment at iPhone City in Zhengzhou, China. VCG/Getty Images

Zhengzhou, left, is home to a giant Foxconn facility known as iPhone City, where a worker is shown at right disinfecting equipment. Shang Ji/Future Publishing/Getty Images; VCG/Getty Images

Protests in Chinese cities over the past week, during which some demonstrators called for the ouster of President

Xi Jinping,

suggested criticism over Covid-19 restrictions could build into a larger movement against the government.

All this comes on top of more than five years of heightened U.S.-China military and economic tensions under the Trump and Biden administrations over China’s rapidly expanding military footprint and U.S. tariffs on Chinese goods, among other disputes. 

Apple’s longer-term goal is to ship 40% to 45% of iPhones from India, compared with a single-digit percentage currently, according to Ming-chi Kuo, an analyst at TF International Securities who follows the supply chain. Suppliers say Vietnam is expected to shoulder more of the manufacturing for other Apple products such as AirPods, smartwatches and laptops.

For now, consumers doing Christmas shopping are stuck with some of the longest wait times for high-end iPhones in the product’s 15-year history, stretching until after Christmas. Apple issued a rare midquarter warning in November that shipments of the Pro models would be hurt by Covid-19 restrictions at the Zhengzhou facility.

In November, as the worker protests in the facility grew, Apple issued a statement assuring it was on the ground looking to resolve the issue. “We are reviewing the situation and working closely with Foxconn to ensure their employees’ concerns are addressed,” a spokesman said at the time.

The risk of too much concentration in China has long been known to Apple executives, yet for years they did little to lessen it. China supplied a literate and diligent workforce, political stability and a huge local market for Apple’s products.

Taiwan-based Foxconn, under founder

Terry Gou,

became an essential link between Apple in California and the Chinese assembly plants where iPhones get put together. Foxconn managers share a language and cultural background with mainland workers.

Pegatron Corp.

, another Taiwan-based contractor, has played a smaller but similar role.

Apple is looking to manufacture more in Vietnam, where a facility of China-based Luxshare, an Apple supplier, is located.



Photo:

Linh Pham/Bloomberg News

And both the government in Beijing and local governments in places such as Henan province, home to the Zhengzhou plant, have enthusiastically supported Apple’s business, seeing it as an engine of jobs and growth.

Even now, when ever-harsher anti-American rhetoric flows each day from Beijing over issues such as Taiwan and human rights, that backing remains strong.

People’s Daily, the mouthpiece of the Chinese Communist Party, hailed the Apple production site in a Nov. 20 video, saying it accounted directly or indirectly for more than a million local jobs. Foxconn shipped about $32 billion in products overseas from Zhengzhou in 2019, according to a Chinese government-linked think tank. All told, the Foxconn group accounted for 3.9% of China’s exports in 2021, according to the company.

“The government’s timely assistance…continuously provides a sense of certainty for multinational companies like Apple, as well as for the world’s supply chain,” the People’s Daily video said.

Yet such words ring hollow to many U.S. businesses in light of stringent anti-Covid measures by the government that have hampered production and roused worker unrest. A survey by the U.S.-China Business Council this year found American companies’ confidence in China has fallen to a record low, with about a quarter of respondents saying they have at least temporarily moved parts of their supply chain out of China over the past year.

To keep operating during government Covid-19 measures, the Zhengzhou factory is among those compelled to adopt a system in which workers stay on-site and contact with the outside world is limited to the bare minimum to keep the goods flowing. Foxconn has sealed smoking areas, switched off vending machines and closed dining halls in favor of carryout meals that workers bring back to their dormitories, often a half-hour walk away, workers said.

Many have escaped, jumping fences and walking along empty highways to get back to their hometowns. In November, the pandemic policies and pay disputes further fueled workers’ grievances. Some clashed with police at the site and left smashed glass doors.

Many of those abandoning the factory were young people who said on social media that they decided wages equivalent to $5 or less an hour weren’t enough to compensate for tedious production work, exacerbated by Covid-19 restrictions.

People protested throughout China this past week against the country’s strict anti-Covid protocols. Kevin Frayer/Getty Images
Beijing residents waited in line last month to be tested for Covid-19. Kevin Frayer/Getty Images

People protested throughout China this past week, left, against the country’s strict anti-Covid protocols. Beijing residents, right, waited in line to be tested for the disease. Kevin Frayer/Getty Images (2)

“It’s better for us to skate by at home than to be sucked dry by capitalists,” one person who identified herself as a departed Foxconn worker posted on her social-media account after the protests.

Asked for comment, a Foxconn spokesman referred to earlier statements in which the company blamed a computer error for some of the pay issues raised by new hires. It said it guaranteed recruits would be paid what was promised in recruitment ads. The spokesman declined to comment further.

China’s Covid-19 policy “has been an absolute gut punch to Apple’s supply chain,” said Wedbush Securities analyst

Daniel Ives.

“This last month in China has been the straw that broke the camel’s back for Apple in China.”

Mr. Kuo, the supply-chain analyst, said iPhone shipments in the fourth quarter of this year were likely to reach around 70 million to 75 million units, which he said was around 10 million fewer than market projections before the Zhengzhou turmoil. The top-of-the-line iPhone 14 Pro and Pro Max models have been particularly hard-hit, he said.

Accounts vary about how many workers are missing from the Zhengzhou factory, with estimates ranging from the thousands to the tens of thousands. Mr. Kuo said it was running at about 20% capacity in November, a figure expected to improve to 30% to 40% in December. One positive sign came Wednesday, when the local government in Zhengzhou lifted lockdown restrictions.

One Foxconn manager said hundreds of workers were mobilized to move machinery and components by truck and plane nearly 1,000 miles from Zhengzhou in central China to Shenzhen in the south, where Foxconn has its other main factories in China. The Shenzhen factories have made up some, but not all, of the production gap. 

Meanwhile, Foxconn is offering money to get workers to come back and stay for a while. One of its offers is a bonus of up to $1,800 for January to full-time workers in Zhengzhou who joined at the start of November or earlier. Those who wanted to quit have gotten $1,400. 

India and Vietnam have their own challenges.

People in Beijing protested this past week against stringent anti-Covid measures.



Photo:

Kevin Frayer/Getty Images

Dan Panzica, a former Foxconn executive who now advises companies on supply-chain issues, said Vietnam’s manufacturing was growing quickly but was short of workers. The country has just under 100 million people, less than a 10th of China’s population. It can handle 60,000-person manufacturing sites but not places such as Zhengzhou that reach into the hundreds of thousands, he said.

“They’re not doing high-end phones in India and Vietnam,” said Mr. Panzica. “No other places can do them.”

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India has a population nearly the size of China’s but not the same level of governmental coordination. Apple has found it hard to navigate India because each state is run differently and regional governments saddle the company with obligations before letting it build products there.

“India is the Wild West in terms of consistent rules and getting stuff in and out,” said Mr. Panzica.

The U.S. embassies of India and Vietnam didn’t respond to requests for comment.

Nonetheless, “Apple is going to have to find multiple places to replace iPhone City,” Mr. Panzica said. “They’re going to have to spread it around and make more villages instead of big cities.”

—Selina Cheng contributed to this article.

Write to Yang Jie at jie.yang@wsj.com and Aaron Tilley at aaron.tilley@wsj.com

Copyright ©2022 Dow Jones & Company, Inc. All Rights Reserved. 87990cbe856818d5eddac44c7b1cdeb8

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These Children Are Making Millions on YouTube

Three years ago, YouTubers who go by Vlad, Niki, Diana and Nastya were friends cruising around Miami on a 97-foot yacht to celebrate a birthday. Today, they are locked in a fierce rivalry over YouTube supremacy.  

They’re not even 10.

The children are stars of three YouTube channels—“Vlad and Niki,” “Like Nastya” and “Kids Diana Show.” They are the three most popular live-action YouTube kids channels in the world, with nearly 300 million YouTube subscribers between them. Now they’re expanding into everything from streaming shows to branded toys to licensing deals, all worth tens of millions of dollars.  

‘These kids who came from nowhere have more influence than Mickey Mouse.’

“These kids who came from nowhere have more influence than Mickey Mouse,” says Eyal Baumel, a longtime strategist for YouTube personalities, including “Like Nastya.”

Across the three channels, the videos play like live-action cartoons in a suburban fantasy land. Kids dress up like superheroes, crawl over giant vegetables and drive around in motorized toy cars. Mom and dad are sidekicks. 

The more success the kids have found, the swankier the toys and outings have become. In one video, Vlad and Niki snub mom and the Range Rover she bedecked in fluffy pink boas for a ride in dad’s hot red Ferrari. In another video from this year, the “Kids Diana Show” hits the road, staying in a resort in Maldives where the kids and parents hop aboard a yellow submarine.  

Videos feature lots of “oohs,” “aahs,” applause and minimal dialogue—which makes it easy to redub the YouTube posts, which are mostly in English, into other languages including Arabic, Spanish or Indonesian. 

“Kids feel that Vlad and Niki are their friends,” says their mother, Victoria Vashketov, of her children, who are 9 and 7 years old, respectively.

Toy makers pay the young celebrities to play with their products. Rates can range anywhere from $75,000 to more than $300,000, according to a person familiar with such deals. 

The YouTubers also have exclusive lines of playthings branded with their names and likenesses. There’s a caped Vlad action figure and palm-sized figurines of Diana’s entire family, which can be purchased at big U.S. retailers like

Walmart

and Target as well as in countries including Sweden and Mongolia, according to the channels’ representatives. 

Shenzhen, China-based Zuru Toys produced a specialty line of “Vlad and Niki” toys after entering into a partnership with the family in 2020. The company’s co-founder,

Nick Mowbray,

says he got into business with the boys because they have appeal globally.

The Youtube awards the Vashketov family has received are on display in their home just outside Miami.

Major streaming services are putting the videos on platforms including HBO Max and Amazon too. 

“You can create a global franchise without a major studio,” says Dan Weinstein, who represents “Vlad and Niki” under the banner of his company Underscore Talent and has helped other internet sensations cross over to traditional media channels. “I think that’s pretty mind-blowing to think about.” 

Timing is everything

Around the time that Vlad, Niki, Diana and Nastya were toddlers, iPads were becoming the new babysitters and videos featuring toddlers unboxing new toys on camera were taking over children’s content on YouTube. 

Among the young personalities that began influencing consumer behavior was Evan from EvanTubeHD, a toy and gaming YouTuber who started posting videos featuring Angry Bird toys when he was 5 years old and became one of the first kid YouTubers to achieve stardom on the platform. Ryan Kaji—often hailed as the reigning kid king of YouTube—was reviewing popular toys like Thomas the Tank Engine and raking in millions. They created a formula for the kinds of videos that could rack up millions of views: Give a cute kid a coveted name-brand toy, film them playing with it, then post. 

The three families leaned into that formula.

Vlad and Niki’s parents started making videos out of their home in Moscow. Sergey Vashketov was a midlevel executive at a food manufacturer; Victoria, a former gymnast. Early videos, which are in Russian, show Vlad and Niki guzzling bottles of

Coca-Cola

and frolicking with life-size bags of M&Ms and Skittles. 

Nastya, whose full name is Anastasia Radzinskaya, comes from Krasnodar, Russia. Her parents say they started posting videos of their daughter on YouTube to show off her speaking skills after a doctor falsely diagnosed her with cerebral palsy and said she might never speak. Some of Nastya’s first videos show her playing with Legos and opening a

Disney

-themed mystery egg. 

Diana’s parents—Olena and Volodymyr Kidisyuk—started making videos out of their home in Kyiv, Ukraine, training their camera on their daughter and older brother Roma, who played with popular toys in videos like Peppa Pig, Hot Wheels and Play-Doh.

Each of the three channels began humbly, staging the videos in basic locations like at the kitchen table or in a local park, shooting with smartphones and employing very little, if any editing. After videos began racking up millions of views on YouTube, the parents saw an opportunity to create a business around them, and they began investing in making more polished videos involving more extravagant locations and toys. The more popular the videos, the more often YouTube’s algorithm recommended their posts to kids. 

Eventually, the families moved from Ukraine and Russia to sunnier spots like Dubai and Thailand that allowed for filming outdoors year round. About four years ago, the three families met in Miami and began a friendship, according to Ms. Vashketov. Nastya, who was having a birthday party, invited Vlad, Niki and Diana. Through the years the families have hosted several other birthday parties together, filming their kids playing together while the lucky birthday boy or girl opens mountains of flashy new toys. Birthday videos also perform really well on YouTube, says Ms. Vashketov.

Traveling to amusement parks and going on vacation also often feature in videos. Between them, the three families have filmed and posted videos from places like Thailand, Italy, Hawaii and the French Alps. They’ve also spent time together in Dubai where two of the families lived full time for a spell.

Luck and timing were important. So too were analytics, said Mr. Weinstein, who has been advising digital creators like the Vashketovs for more than a decade. 

YouTube helps creators build their audiences by providing data-driven tools that can analyze how their videos perform and help plan their content. That includes knowing what YouTube audiences are searching for, what the creator’s viewers are searching for, when they are on YouTube, other channels that the audience watches and other data points. It allows creators to engage in their own brand of A/B testing, tweaking each nuance of a channel’s presentation to see how it might impact viewership, including the color scheme, titles for the videos and even what types of thumbnail photos impact viewership.

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“Sergey and Victoria are voracious students of YouTube and content creation,” said Mr. Weinstein.

Today, the families have teams of people working behind the scenes. 

“Vlad and Niki” has a film crew of up to five people at a time, including location scouts, camera operators and people to help secure props. They also work with people to help translate videos for their foreign-language channels, a mobile-gaming applications design team and an assistant who helps manage social media.   

The Kidisyuks signed with pocket.watch, a company that helps YouTube kids and family creators build franchises around their channels, including additional branding and merchandising opportunities, consumer products, mobile gaming and the development and licensing of additional content. Pocket.watch represents more than 30 kids and family creators, including Ryan Kaji.

The Vashketovs recently bought a $12.5 million, eight-bedroom mansion.

Hollywood studios have taken interest too.

Nastya’s team is developing an animated series with Will Smith’s production company, Westbrook.

Netflix

has shown interest in the series and talks are ongoing, according to a person familiar with the matter. 

HBO Max spent seven figures licensing “Vlad and Niki” content for its service, according to another person, who added that the streamer is considering producing two scripted shows including an animated series based on the two boys. 

Netflix and HBO Max didn’t respond to requests for comment.

Diana and Roma starred in a promotional video for Paramount’s recent “Paw Patrol” movie and at one point had content available on both Amazon Prime and

Roku.

The sister and brother duo also have an animated YouTube series featuring Diana’s alter ego, Princess of Play, sparring with her nemesis Boris the Baron of Boredom. 

Competition

With such lucrative deals up for grabs, the rivalry among the channels has intensified over the years, causing the families to drift apart, according to people close to the families. 

Competition is especially stiff between Diana and Nastya, who both appeal to girls. The two are neck and neck on YouTube. Nastya currently has 102 million subscribers while Diana has 104 million. Sometimes battles erupt between merchandising partners fighting over things like prime shelf space at major retailers, said one person. 

Vlad and Niki’s mom says she sometimes will check to see how well Nastya or Diana videos have performed. But Victoria Vashketov plays down the competitiveness: “As parents, we all get along, and all the kids enjoy playing together.”

The families also share a brewing dilemma. Soon, their kid stars will grow into adolescents, perhaps too old to be making videos for preschoolers. 

Vlad already has an eye on the future, saying he dreams of following in the footsteps of YouTube’s top creator, MrBeast, who regularly produces elaborate contests or challenges he posts to his channel. Additionally, Mr. Weinstein is lining up opportunities for Vlad and his brother to get into the music business, hiring producers and songwriters who have worked with both Justin Bieber and Selena Gomez to help put together some original songs.

For now the Vashketovs are enjoying being settled right outside Miami, something that helps give the boys consistency with school, the parents say. They recently bought a $12.5 million, eight-bedroom mansion located in the swanky town of Golden Beach.

And the Vashketovs say their kids can stop making videos any time they want. “Our inspiration really comes from Vlad’s and Niki’s interest,” says Sergey. “If we try to do something that they are not into, it doesn’t look authentic.”

As Vlad gets older, his 3-year-old brother Christian may step in. Ms. Vashketov says, even though Christian has appeared in several videos already, there are no plans to create a channel for her youngest son. That also goes for the baby girl Ms. Vashketov gave birth to in September.

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First Came the Crypto Crash. Now Comes the Taxman.

The rout in cryptocurrencies worsened this week with the collapse of the offshore exchange FTX. With bitcoin recently down more than 60% in 2022, many crypto investors would surely like to forget about digital assets, at least for now.

That would be a mistake. The Internal Revenue Service hasn’t lost interest in cryptocurrencies, and investors need to focus on key tax issues before year-end. 

New rules and enforcement actions are coming to ferret out crypto transactions that often went unreported in the past. There’s a bit of good news as well: This year’s painful selloff brings an opportunity for crypto holders to harvest losses to offset future taxes. 

Here’s more to help investors make smart crypto moves in the next few weeks—and get ready for new IRS scrutiny.  

Crypto losses as a tax-saving tool

There’s a silver lining for investors whose crypto holdings are in taxable accounts rather than tax sheltered accounts such as IRAs.   

The benefit is that if an investor sells this crypto and books a capital loss, it can be used to offset future capital gains on winners. These gains don’t have to be on digital assets; they could be on stocks, real estate, or other investments.

If an investor with capital losses has no capital gains to shelter, the losses can offset up to $3,000 of ordinary income such as wages per tax return, per year. These losses don’t expire.  

Say that John has a $20,000 loss in his crypto holdings now. If he sells and has no capital gains to offset, he can reduce his wage income by $3,000 this year and in future years. If he then has a capital gain of $5,000 two years from now, he won’t owe tax on it—and he’ll still have $9,000 to offset future taxes. 

In a key way, crypto losses have an advantage over stock losses. If an investor sells shares at a loss, the “wash-sale” rules penalize him if he also buys the same stock within 30 days before or after the sale.  

But the wash-sale rules don’t currently apply to cryptocurrencies. So crypto investors can have their cake and eat it too, by taking losses now to shelter future gains and then repurchasing favorites right away. There’s no need to wait and risk missing a market surge—if there is one. 

New IRS reporting by brokers

The 2021 Infrastructure Investment and Jobs Act included a provision requiring crypto brokers to report customers’ sale proceeds to the IRS on a 1099 form, if it’s held in a taxable account. The requirements are akin to what brokerage firms report for investors’ stock sales.

The change aims to clamp down on many crypto investors’ cavalier—and sometimes criminal—tax avoidance. Until Congress acted, few crypto transactions had to be reported to the IRS by third parties such as exchanges, and many investors have ignored crypto tax rules. In a recent court filing, the IRS said that in 2019 only about 100,000 tax returns reported crypto transactions. That’s far less than would be expected given research showing that about 20% of American adults have bought, traded, or used cryptocurrencies.   

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The new law is set to take effect Jan. 1, 2023, so the first forms would go to taxpayers and the IRS in early 2024. However, tax specialists say the date may be postponed because the Treasury Department hasn’t issued regulations detailing the laws defining thorny issues such as who is a crypto broker. Crypto firms also need to update software.  

The new rules will likely increase complexity, even for crypto investors complying with the law—so it could make sense to accelerate moves into this year. More paperwork will likely lead to more errors by taxpayers and the IRS that take time to untangle, says Shehan Chandrasekera, head of tax strategy at CoinTracker, a provider of crypto tax-filing software.   

For crypto holders who aren’t compliant, he adds, “The new reporting doesn’t change the taxation of cryptocurrencies. But it will tell the IRS about your transactions—so it’s important to put things in order now.”    

 New court-ordered searches for crypto tax cheats 

In August and September federal judges approved two new summonses requiring a crypto exchange and a bank to turn over customer information to the IRS to uncover tax cheating using cryptocurrency.

The crypto exchange is sFox, a crypto prime dealer with more than 175,000 customers whose transactions have totaled more than $12 billion since 2015, according to a Justice Department statement. The bank is M.Y. Safra Bank, which had an agreement to provide banking services to sFox customers. Neither business is accused of wrongdoing.

sFox and M.Y. Safra must turn over to the IRS account information on sFox customers who had $20,000 or more in crypto transactions in any one year from Jan. 1, 2016 to Dec. 31, 2021. 

To justify the summonses, the agency provided examples of 10 unnamed people who didn’t declare taxable income from transactions conducted largely through sFox. The unreported income ranged from $1 million by someone allegedly involved in a Ponzi scheme to $5,000 by someone whose return showed wages, retirement income, and Social Security payments—but no crypto profits. 

The IRS has already used this strategy, called a John Doe summons, to pursue crypto tax cheats with transactions of $20,000 or more at three other exchanges:

Coinbase,

Kraken and Circle. From these and other efforts, the agency has assessed more than $110 million in tax due on unreported crypto income, with more expected. Penalties and interest could nearly double the total that some taxpayers owe. 

Future summonses are likely, says Don Fort, a former chief of IRS criminal investigations now with the Kostelanetz law firm: “The IRS and Justice Department have become adept at tailoring requests judges will approve.”  

The IRS’s dogged pursuit of past cases is a reminder to investors with unreported crypto income that it may not stay hidden—and the consequences could be severe. 

Write to Laura Saunders at Laura.Saunders@wsj.com

Corrections & Amplifications
Taxpayers who have no taxable capital gains can deduct up to $3,000 of capital losses against ordinary income such as wages. An earlier version of the story incorrectly said the deduction would reduce income tax, not income. (Corrected on Nov. 11)

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The Next Big Battle Between Google and Apple Is for the Soul of Your Car

A few years from now, in addition to deciding your next vehicle’s make and model, you may have another tough choice: the Google model or the

Apple

AAPL -3.00%

one? Other options may include “car maker generic” and even, I’m spitballing the name here:

Amazon

Prime Edition.

Now that cars, especially electric ones, are becoming something like smartphones on wheels, some of the dynamics that played out in the early days of the mobile industry are playing out in the auto industry. Competition between the two kingpins of the smartphone industry has in the past couple of years gained new momentum, with Google racking up auto-maker partnerships for the automobile-based version of its Android operating system, and Apple teasing plans to expand its software capabilities in the car.

For the car companies involved, which face the nearly impossible challenge of producing software on par with what tech companies offer, working with Silicon Valley can address consumer desires while also staving off competition from companies like Tesla. And yet there is an inherent tension in these partnerships over who controls the user experience and the valuable data produced.

Taken together, these forces mean that every car maker is having to navigate a delicate balance between doing things in-house and signing partnerships that cede control, and potentially some sources of revenue. These choices are leading to a vast and confusing new ecosystem in which “mobile” device refers to the car, and not just the phone. Until now, consumers didn’t need to care about what software was running in their car, but increasingly, they may.

For the average driver, this could mean cars that operate with much more familiar, and functional, software. But it may also extend the limited choice that now exists in the duopoly of smartphone operating systems, with implications for later selling a vehicle, or switching to a different smartphone ecosystem. Imagine car listings that say “60k miles, runs great, supports up to Apple CarOS v 3.1, sorry Android users, get an iPhone already!!”

Google’s head start

To understand what’s happening to the tech that controls our cars, Google’s aggressive moves are a good place to start.

Software increasingly controls most aspects of our cars, from driver-assist systems maintaining the vehicle’s speed and heading on the highway to the code and computers that assure the car comes to a stop when we step on the brakes—or the car does the braking for us.

But the auto-operating system competition so far centers on the infotainment system that shows us everything from maps to movies on the road.

Google and Apple both have systems—called Android Auto and CarPlay—that mirror phone apps on vehicles’ displays.

Google has gone further. In 2017, it announced Android Automotive (yes, the name is very similar), which is an operating system installed in the vehicle itself that controls its built-in infotainment system, rather than just displaying a version of a phone’s screen. Android Automotive is the thing that turns the screens in many new vehicles into what is more or less an Android-powered tablet that runs Android apps customized for cars. Auto makers can also license Google’s own apps and services, like Maps and Assistant, through an arrangement it calls Google Automotive Services, although this is optional.

Android Automotive can do much more than Android Auto, by gathering all sorts of data from other parts of the car, like its speed, battery status, heating and air conditioning, and pretty much anything else an auto maker wants to make available to Google’s software.

Apple’s next-generation CarPlay software will allow drivers to customize the look of instrument clusters on their vehicle in the same way they can change faces on the Apple Watch.



Photo:

Apple

Android Automotive replaces the often less-than-great customized software that car makers have in the past put on their vehicles’ infotainment systems. For example,

Ford’s

widely derided Sync infotainment system started as a partnership with

Microsoft,

until Ford switched to

BlackBerry’s

QNX unit in 2014. Last year, Ford announced it would be switching infotainment-software providers again, this time to Google’s Android Automotive, starting with cars sold next year. In 2020, the first vehicle running Android Automotive went on sale in the U.S.—the Polestar 2, from Volvo’s electric-vehicle unit.

To date, Google has announced partnerships with nearly a dozen auto makers and auto-parts suppliers, including

Stellantis,

Honda,

BMW,

Renault-Nissan-Mitsubishi and General Motors’ GMC and Chevrolet brands. Other auto makers have announced they are using Android Automotive, which is open source, without entering partnerships with Google, including electric-vehicle startups like Lucid Motors.

What auto makers get out of using Android Automotive is a ready-made operating system for their cars maintained by a company with the resources to continually update that software, taking care of small but important details like staying current with new wireless standards. And what Google gets out of this arrangement is that it makes it easier for the company to offer its services on a wide variety of vehicles, says Haris Ramic, who has led Google’s Android Automotive team since it started in 2015.

This also means more people using Google’s services, like Maps or its Assistant. Nearly everyone who buys one of the hundreds of millions of vehicles that are slated to run Android Automotive will, from the perspective of its user interface and the apps that can run on it, be buying an Android smartphone with wheels.

Apple isn’t standing still

The software transformation of cars is still in its early days, and it’s hard to predict how it will play out. But one possible outcome is that many auto makers will end up offering cars with infotainment systems built by Google or Apple that have little modification by the auto maker, says Kersten Heineke, a Germany-based partner at McKinsey who consults with automotive clients.

Several major auto makters have said they plan to use Qualcomm’s chips in future vehicles.



Photo:

Qualcomm

Apple hasn’t announced an equivalent of Android Automotive—that is, software that auto makers can license to run on their vehicles, whether or not an iPhone is connected to them. And as with all its future plans, the company is very guarded about what it says publicly.

However, a demo of the next generation of its iPhone-mirroring CarPlay software in June at Apple’s developers conference, including renderings of the interface of a future vehicle, points to much deeper, and even perhaps Android Automotive-level integration with cars in the future. Some analysts have taken to calling Apple’s hypothetical future in-vehicle software “CarOS.”

Apple has announced more than a dozen launch partners for the next generation of CarPlay, starting with models that go on sale in 2023, including Volvo, Ford, Honda, Renault, Mercedes and Porsche.

For Apple to license its software to auto makers would be almost unprecedented in the history of the company. Apple has long focused on controlling both hardware and software in its devices. On the other hand, failing to offer something like a CarOS to compete with Android Automotive could put Apple at the mercy of Google in hundreds of millions of automobiles, since Google will control the operating system on which Apple’s CarPlay phone-mirroring software runs. Currently, some Volvo and Polestar vehicles can run Apple’s CarPlay on Android Automotive, but this is a much shallower integration than acting as the actual operating system running parts of the car.

In its June presentation, Apple showed off new CarPlay software taking over the instrument cluster of a vehicle, including gauges like speed, RPM and charge status.

Such displays of instruments and driving-critical systems generally have to be deeply integrated—physically, in terms of the hardware that controls them—into a vehicle to meet international safety standards for vehicles, says Isaac Trefz, a former software engineer at BMW and now product manager at OpenSynergy, which makes software that helps the computers in cars juggle all the different things being asked of them.

It’s likely that Apple has found some kind of compromise with auto makers in which manufacturers build their systems so they can take on some of the work required to make next-generation CarPlay work, according to

Chris Jones,

an automotive-market analyst at Canalys. In any event, the next CarPlay represents a much deeper level of integration than Apple has asked of auto makers in the past, he adds.

While some auto makers might balk at what are likely to be Apple’s strict requirements for how they make next-generation CarPlay available in their vehicles, the sheer weight of customer demand—there are after all close to a billion iPhone users worldwide—has clearly forced some to work with Apple on Apple’s terms, says Mr. Jones.

Here comes everybody

At the same time, many manufacturers are building their own operating systems to control their cars. Volvo is an illustrative case. The company runs Android Automotive on its infotainment centers, and keeps it separate from VolvoCars.OS, the software developed in-house to stitch together all the systems of the vehicle, says David Holecek, director of digital experience at Volvo Cars, which is owned by China’s Zhejiang Geely Holding. All of that runs on an assortment of hardware from traditional auto-parts makers, and newer entrants like

Nvidia

and

Qualcomm,

depending on the vehicle make and model, he adds.

Some auto makers, like Lucid, have opted to combine Android Automotive with Amazon’s Alexa assistant. Stellantis, which owns 14 automotive brands, including Jeep, Chrysler, Maserati and Alfa Romeo, uses Android Automotive on some of its vehicles, and in January announced a partnership with Amazon to make a variety of that company’s services available in vehicles.

“The way we think about this is that we want to develop our own software going forward,” says

Yves Bonnefont,

chief software officer at Stellantis. “We decided we want to own our future in terms of software development.” Even so, Stellantis sees partnerships with companies like Amazon—and its use of customized versions of the Android Automotive operating system—as a way to save time and resources, and focus on creating unique software experiences in its vehicles, tailored to the kinds of customers each attracts.

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This hodgepodge of software and systems will remain the norm for some time, says Mr. Heineke of McKinsey. There are just too many safety-critical systems in cars, and too many new features—like in-dash entertainment and ever-more-sophisticated driver assist—for one company to do it all, even if that company is Google, Apple or Amazon. On top of that, no one has any idea what the future of these systems will be in a world in which all three of these companies might be trying to displace the personal car as we know it with robotaxis—courtesy of Google-related Waymo, Amazon-owned Zoox and whatever Apple is working on.

However this plays out, it won’t happen nearly as quickly as the mobile ecosystem battles of yore did, among iOS, Android and Fire Phone—remember that?

“The automotive industry is very conservative,” says Mr. Trefz, a veteran of decades of designing hardware and software-based systems that control cars. “So if someone says, ‘This is going to happen in the next five years,’ it’s probably more like 20.”

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Write to Christopher Mims at christopher.mims@wsj.com

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Alexa for Animals: AI Is Teaching Us How Creatures Communicate

Artificial intelligence has already enabled humans to chat with robots like Alexa and Siri that were inspired by science fiction. Some of its newest creations take a page from a hero of children’s literature: Doctor Dolittle.

Researchers are using AI to parse the “speech” of animals, enabling scientists to create systems that, for example, detect and monitor whale songs to alert nearby ships so they can avoid collisions. It may not yet quite be able to talk to the animals the way the century-old children’s-book character could, but this application of what is known as “deep learning” is helping conservationists protect animals, as well as potentially bridging the gap between human and nonhuman intelligences.

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The Hidden Ways Companies Raise Prices

Lettuce Entertain You Enterprises Inc., a Chicago-based restaurant group, has added a 3% “processing fee” to checks at many of its restaurants.

Harley-Davidson Inc.

added a charge last year to its motorcycles to cover rising material costs.

Peloton Interactive Inc.

in January began charging $250 for delivery and setup of some of its indoor bikes, a service that was previously included free.

Companies are finding all kinds of ways to make consumers pay for rising costs. Often that is not reflected in the posted price.

The Labor Department’s consumer-price index, which measures how much consumers pay for goods and services, rose to 7.5% in January compared with the same month a year earlier—the biggest rise since February 1982.

The index accounts for some changes that raise consumers’ costs, such as smaller package sizes and some fees attached to hotel packages or car purchases. But it can miss other ways in which dollars don’t stretch as far– a hotel that changes sheets only between guests, a theme park that cancels its free airport shuttle, or an auto dealer that requires customers to buy a protective paint coating with a car.

With supply-chain challenges, pent-up demand and a tight labor market leading to inflation, businesses are looking for subtle ways to pass along rising costs. Particularly in the food business, companies have long used what the industry calls weight-outs, or shrinking package contents instead of raising prices, during economic distress periods such as the 2007-2009 recession.

“There is a lot more to come,” said

Doug Baker,

head of industry relations for FMI, a food-industry trade organization. “Everything is on the table in an effort to deal with those cost increases, and at the same time, not make it too difficult for consumers to shop.”

A global computer-chip shortage has reduced vehicle inventories just as Americans were buying cars in record numbers, pushing up prices for new vehicles. In many cases, they are selling for thousands of dollars above manufacturers’ suggested retail prices, said Tom McParland, founder of Automatch Consulting, which helps consumers find vehicles.

“They’re calling it a market adjustment fee,” said Mr. McParland. “That’s the new thing they are doing: hiding markups with substantially overpriced accessories like mud flaps and cargo protectors.”

Ford Motor Co.

and

General Motors Co.

have said they are cracking down on dealerships using that tactic.

Harley fees

Base prices on Harley-Davidson’s motorcycles haven’t gone up much in recent years, the Milwaukee company said. But to cover rising costs, it added a mandatory materials surcharge last year, which dealers are passing on to customers. Dealers said the fee, which varies based on the model, is easier for the company to adjust than base motorcycle prices when costs decrease.

Dealers said the fee is $850 to $1,500 a bike. Harley this week told analysts that the surcharges helped boost revenue during the fourth quarter last year.

Harley-Davidson added a fee to its motorcycles to cover rising material costs; a dealership in Louisville, Ky., this week.



Photo:

Luke Sharrett/Bloomberg News

Some restaurants are adding new fees in response to escalating costs for food and packaging, and for wage increases executives say are needed to keep cooks and servers.

Brinker International Inc.’s

Maggiano’s Little Italy in October 2020 started charging $5 for a second, to-go pasta dish offered as part of a two-entree deal. For about a decade before the pandemic, the chain had offered a second classic pasta dish free.

“We’ve had no push back,” Maggiano’s president Steve Provost told investors last October. A Brinker spokeswoman said the price change allowed the company to invest more in the value of its carry-out offerings.

When Michael Pfeifer, a marketing professional, picked up the check for his meal at

RPM

Seafood in Chicago this week, he was surprised to find a 3% Covid surcharge added to the bill. “What’s next?” he said. “A dishware rental fee?”

The fee, added in the spring of 2020, offsets the cost of pandemic-related government regulations and mandates, said RJ Melman, president of Lettuce Entertain You, which owns RPM. “These fees can be removed and refunded for any guest that requests,” he said, “no questions asked.”

Peloton, according to its website, is adding the new $250 fees on bikes and a $350 delivery-and-setup fee for some of its treadmills. It cut the price of its original stationary bike in August to $1,495 from $1,895. With the added fees, the total price is now back up to about $1,745, as the company dealt with slowing demand and its own rising costs.

Peloton declined to comment on the fees. In an earnings call on Tuesday, Peloton CFO

Jill Woodworth

said that the fees could cut into consumer demand but that they were part of a “critical learning” process as the company restructures and cuts costs for the post-pandemic era.

Walt Disney Co.

’s Disney World in Orlando stopped offering free airport shuttles—known as the Magical Express—this year, leaving Disney guests to pay for their own transportation. The parks added several fees last year while keeping the base ticket price at $109. A fast-pass system that let park guests make reservations for rides, which used to be free, was discontinued and replaced by a new system that costs $15. And some popular rides, like Star Wars: Rise of the Resistance and Space Mountain, now cost between $7 and $15, on top of the park admission ticket.

Disney offers “a wide range of options to match different budgets and interests,” said Disney spokesman Avery Maehrer.

At its theme-park restaurants, Disney is trying to avoid across-the-board price increases, Disney CFO

Christine McCarthy

told analysts in November. “We can substitute products. We can cut portion size, which is probably good for some people’s waistlines,” she said. “But we aren’t going to go just straight across and increase prices.”

Consumer backlash

Consumer pressure has led some companies to back off added fees, including

Frontier Group Holdings Inc.

The airline, which uses a la carte pricing that lets frugal travelers choose to forgo amenities, in May 2021 added a $1.59-per-flight-segment Covid-related fee. After consumer backlash, Frontier in June stopped breaking it out as a component of its base fare but it didn’t stop charging it. Frontier didn’t respond to requests for comment.

In a press release it said: “The charge, which was included in the airline’s total promoted fare versus an add-on fee, was meant to provide transparency and delineate what portion of the fare was going toward COVID-related business recovery.”

Some of

Marriott International Inc.’s

Autograph Collection hotels had been charging a “sustainability fee” of about $5 a night. The company that manages the properties, Innkeeper Hospitality Services LLC, says it covered things like more-efficient HVAC systems.

They stopped charging the fee several weeks ago, “because we understand that while we believe in environmentally responsible stewardship, not everyone cares about our planet’s health,” IHS CEO Amrit Gill said. He said Marriott had asked the company to stop charging the fee. Marriott declined to comment.

The Biden administration has begun to look into some forms of hidden fees, which it calls “junk fees.” The administration says the amount being charged is not always tied to the costs faced by the company providing the goods or services. The Consumer Financial Protection Bureau is seeking public input on financial services, such as bank overdraft fees, while the Transportation Department is planning actions on airline baggage fees.

John Fiorello, a father of four in Torrington, Conn., was dismayed to see prices rising in his local grocery-store aisles but was initially pleased to see that the blocks of cheese he usually buys hadn’t gone up much in price—perhaps 10 cents, he said. Then he noticed that the package had shrunk, to 12 ounces from 16.

“I picked up the block and said, ‘this is definitely smaller,’ ” Mr. Fiorello said. “It just adds an extra layer of stress.”

Shrinkflation, as economists call it, tends to be easier for companies to pass on to consumers. Despite labels that show price by weight, research shows that most customers look at only the overall price.

The food industry has long shrunk package contents instead of raising prices during economic-distress periods; a Salt Lake City grocery store in October.



Photo:

George Frey/Bloomberg News

“There are sizes that people remember, like a half gallon of ice cream,” said John Gourville, a Harvard Business School professor. “Once you break from iconic sizes, it’s pretty easy to move from 13 ounces to 12 ounces.”

Over the years, tuna cans have come to contain less tuna and toilet-paper rolls less tissue, said

Burt Flickinger III,

managing director of Strategic Resource Group, a consulting firm that works with consumer-product companies. “Historically,” he said, “it’s called a ‘cheater pack.’ ”

Companies have become more sophisticated and use multiple tactics to protect their profitability, he said. They can pull back on discounts, stop making low-selling products and create new varieties that sell for higher prices

Downsized Oreos

Oreo-maker Mondelez International Inc. raised prices by an average of 6% to 7% in the U.S. last month, but it wasn’t enough to make up for its higher costs, the company said. So Mondelez has been introducing new sizes and flavors it says are more profitable.

Oreo’s new 110th Birthday chocolate confetti-cake cookies cost about 10 cents more than regular Double Stuf Oreos at several grocery stores, even though the new flavor comes in a slightly smaller package. At a

Target Corp.

store in Chicago, the limited-edition birthday Oreos, which came out January, cost $3.79 for a 24-cookie package and the Double Stuf ones cost $3.69 for a 30-cookie package.

Retailers set the final prices. Mondelez said it charges the same for the two products, and its limited edition flavors are typically different-sized packages than regular ones. A Target spokesperson said: “We’re priced competitively throughout the markets we do business.”

Economists and analysts at the Labor Department’s Bureau of Labor Statistics monitor prices of thousands of goods and services. They can account for shrinkflation, because they track the cost of certain products by weight and quantity—so a cereal box that costs the same amount but now has 30% less volume would be registered as a price increase.

They said their efforts can’t identify every fee or dropped amenity, such as a hotel room rate that remains the same but that no longer includes fresh towels or a hot breakfast. “We do not capture the decrease in service quality associated with cleaning a room every two days rather than one,” said Jonathan Church, a BLS economist.

Disney World in Florida added several fees last year while keeping the base ticket price at $109; the Magic Kingdom last summer.



Photo:

Joe Burbank/Orlando Sentinel/Associated Press

Jeremiah Mayfield and Carlos Larrea stayed at Alohilani Resort in Honolulu in December and opted for a $75 a-night upgrade to “club level” for free food and drinks. But they said they could rarely use it because the resort didn’t have enough staff to replenish the club-level amenities. After complaining, they were offered free dinner.

Alohilani General Manager Matthew Grauso said that quality and efficient guest service are top priorities and that he tries to remedy any shortfalls immediately, adding, “The pandemic has presented a unique set of challenges within the hospitality industry.”

“We gave them hell for it,” Mr. Mayfield said. “We paid $800 a night. We never expected it would be so scarce in terms of service and amenities.”

Many hotel chains are replacing complimentary hot breakfast buffets with a snack bag. Some fitness centers and pools remain closed, and housekeeping doesn’t refresh rooms daily. Some guests feel like they are getting less for their money.

InterContinental Hotels Group

PLC, which owns Holiday Inn, said it has been working with hotels to return amenities and make it right if guests aren’t satisfied. “Hotel teams have been overcoming many challenges including supply chain and labor shortages, changing health guidance and regulatory requirements,” an IHG spokesperson said.

On a recent trip to St. Louis, Meg Hinkley booked a Holiday Inn because it said online that it offered room service. When she arrived, the restaurant was closed, so there was no room service. She said she would have stayed at a lower-priced hotel if she had known. “I was paying for that convenience.”

Write to Annie Gasparro at annie.gasparro@wsj.com and Gabriel T. Rubin at gabriel.rubin@wsj.com

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The Nanotechnology Revolution Is Here—We Just Haven’t Noticed Yet

Before there was a “metaverse,” before there were crypto millionaires, before nearly every kid in America wanted to be an influencer, the most-hyped thing in tech was “nanotechnology.” “Nano-,” for those who could use a refresher, means “one billionth,” and nanotechnology generally refers to materials manipulated at an atomic or molecular scale.

For decades, computer scientists and physicists speculated that, any minute now, nanotechnology was going to completely reshape our lives, unleashing a wave of humanity-saving inventions. Things haven’t unfolded as they predicted but, quietly, the nanotech revolution is under way.

You can thank the microchip. Engineers and scientists are using the same technology perfected over decades to make microchips to create a variety of other miniature marvels, from submicroscopic machines to new kinds of lenses. These nano-scale gizmos have become so integrated into the fabric of our lives, and the devices in our pockets, that we seem to have missed the fact that they are real-life examples of the nanotechnology revolution we were promised over the past half-century.

Among the routine items that have benefited from nanotechnology: air bags, cellphones, radar, inkjet printers, home projectors, and 5G and other fast wireless technology. Just around the bend, nanotechnology could enable ultra-tiny cameras, as well as a dizzying array of other kinds of sensors, able to detect everything from air pollution and black ice to hacking attempts and skin cancer.

Some of this technology is even at the heart of the current controversy over whether or not America’s 5G networks could make flying less safe.

It’s all still a far cry from the more outlandish past predictions about nanotech’s future. We don’t have molecule-size robots that patrol our bloodstream and repair damage, or microscopic factories capable of churning out endless copies of themselves until the entire planet has been reduced to what nanotech pioneer Eric Drexler in the 1980s worried would be nothing but a “gray goo.”

In the more distant future, this technology might yet enable the vision physicist Richard Feynman laid out in his famous 1959 lecture “There’s Plenty of Room at the Bottom,” in which he hypothesized about a way to build three-dimensional structures one atom at a time. Achieving even a fraction of what he proposed would open up tantalizing possibilities, from sensors that can detect viruses in the air before we inhale them to quantum computers in our pockets.

In the present, creating real-life nanomachines means capitalizing on the hundreds of billions of dollars invested in perfecting the manufacture of microchips since their introduction, also in 1959. Chip companies’ march to make faster, more power-efficient chips has led to the development of fantastically complicated and expensive equipment. By using the same types of machines, techniques and “fabs”—as microchip factories are known—builders of nanomachines can use the steady progress of Moore’s Law to make their devices ever smaller.

ASML, one of the world’s leading manufacturers of the equipment that makes microchips, researches and builds its equipment with its primary customers in mind—the Intels, Samsungs and TSMCs of the world, says CEO

Peter Wennink.

But it has also always had a division that works with clients who want to make things other than conventional microchips, and designs its technology so that it can be customized to their needs, he adds.

These include microelectromechanical systems—MEMS for short—which represent a classic example of tiny machines made with chip fabrication equipment. MEMS have gotten radically smaller over the decades.

Take your smartphone. To transmit and receive the different radio frequencies required for it to talk to cell towers or connect to your Wi-Fi or wireless earbuds, it must filter out all the stray interference that, more than ever, affects those bands of spectrum.

So it uses tiny radio filters without which none of our wireless devices could function. Where microchips and radio antennae are static, entirely solid-state devices, the radio filters they depend on actually move, says

George Holmes,

CEO of Resonant, a company that makes the filters. They vibrate at the same frequency as the signal to be received or transmitted, or sometimes at the frequency to be filtered out, like a cluster of tiny tuning forks.

A technician assembles a system to test Resonant’s ultra-small radio filter for 5G wireless communication systems.



Photo:

Resonant

That means that when your phone is sitting on your desk, streaming music to your earbuds, there are dozens of little elements inside, most shaped like tiny combs, vibrating billions of times a second. They work precisely because they are tiny. Only something so small—existing on a scale at which the bonds between atoms are much stronger relative to an object’s size—could vibrate at these frequencies and not shake itself to bits.

Similarly, for the ground-sensing radar in planes to work properly, it has to filter out interference from, among other things, America’s rapidly proliferating 5G cellphone networks. The problem, says Mr. Holmes, is that radars in older planes were designed and built before anyone knew 5G networks would be a thing. Fixing this problem could be expensive, as it could mean replacing or updating some of those old radars. The fear of airlines and the FAA is, in essence, that for the lack of sufficient microscopic combs vibrating at a few hundreds of millions or billions of times a second in order to tune out a nearby cellphone tower, a plane could be lost.

Our phones also contain many other MEMS. The system that lets them (and smartwatches and other health trackers) know their orientation, as well as the magnitude and direction of their acceleration, is no bigger than a grain of rice today. When it was first invented and installed in the Apollo spacecraft, it was bigger than a basketball. Similar and equally tiny sensors tell air bags when to deploy. The system of rapidly-twitching, red blood cell-size mirrors that make home projectors possible are also MEMS; ditto the nozzles on inkjet printers.

Another example of modern nanomachines manipulates light rather than electricity. A new kind of lens, known as a “metalens,” has been shown in the laboratory to be able to bend and shape light in ways that used to require a whole stack of conventional lenses, says Juejun Hu, an associate professor of materials science at MIT. The advantage of metalenses is that they are thin and nearly flat—at least to the naked eye.

Under an electron microscope, the surface of a metalens looks like a plush carpet. At this scale, the metalens is clearly covered with minuscule pillars—each one-thousandth the width of a human hair—sticking up from its surface. This texture allows a metalens to bend light in a way that’s analogous to the way that conventional lenses do. (The way these little silicon “fibers” work is novel enough that they forced physicists to rethink their understanding of how light and matter interact.)

A handful of startups are translating metalens technology to commercial applications. Among them is Metalenz, which just announced a deal with semiconductor manufacturer

STMicroelectronics

to make 3-D sensors for smartphones. This application of metalenses could allow a greater variety of phone manufacturers to achieve the kind of 3-D sensing that enables

Apple’s

Face ID technology.

Unlocking your phone with your face is just the beginning, says Metalenz CEO Robert Devlin. Metalenses also have abilities that can be difficult to reproduce with conventional lenses. For example, because they facilitate the detection of polarized light, they can “see” things conventional lenses can’t. That could include detecting levels of light pollution, allowing the cameras on automobile safety and self-driving systems to detect black ice, and giving our phone cameras the ability to detect skin cancer, says Mr. Devlin.

Shrinking nanomachines further, and getting to the theoretical limit of tininess—the point at which humans are manipulating individual atoms—will require technologies radically different than the ones we currently use to manufacture even the most advanced microchips, says Dr. Andrei Fedorov, a professor at the Georgia Institute of Technology. His team, among others, has published research in which they use electron beams to etch patterns in sheets of graphene and other two-dimensional materials—or to build up structures made of carbon atoms atop them.

Graphene and its kin are already the subject of intense research as an alternative to silicon in the microchips of the future. But Dr. Fedorov says that future could include building three-dimensional structures atop two-dimensional sheets of graphene. Being able to do so with atomic precision could allow, among other things, creating the kind of structures required for the next generation of ultrapowerful quantum computers which governments and tech companies alike are trying to build.

Most of Dr. Fedorov’s research is supported by the Semiconductor Research Corp., a nonprofit sponsored by nearly every major advanced chip manufacturing and design company on earth, set up in the early 1980s to pursue fundamental research that could someday be used in electronics manufacturing. So it’s not implausible that the semiconductor industry, in its exploration of technologies that could take us beyond the limits of today’s microchips, could someday employ techniques pioneered by his team or the many others working on similar technologies.

The end goal is the ability to use an electron beam to rapidly remove, add or modify the atoms on a surface. The result is a system that resembles 3-D printing—at the atomic scale.

When Dr. Fedorov gives talks about his research, he tells audiences about what Richard Feynman proposed in 1959. “I say, ‘This is the vision,’ and then I say, ‘Sixty years later, we realized Feynman’s vision. It’s now in our hands.’”

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Molson Coors Decided to Reopen Its Offices. Things Got Complicated.

Molson Coors Beverage Co. learned some lessons after bringing corporate employees back to their offices in October. Color-coded wristbands can help colleagues signal their openness to a hug. It’s important to schedule 10 minutes of travel time between meetings. And it’s tough to get some people into meeting rooms with masks if they can join a video call without a mask from their desk.

The company, which makes Coors Light and Miller Lite beer, closed its corporate offices in March 2020 when Covid-19 emerged, sending thousands of employees home. Early this year, the brewer began planning for their return.

The most difficult decision, Chief Executive

Gavin Hattersley

said, was adopting a vaccine mandate for 2,200 corporate employees in the U.S. The company did so in August, a month before President Biden announced a vaccine directive for companies with more than 100 employees. The White House’s policy is now temporarily blocked by a federal appeals court.

The CEO said he believed Molson’s vaccine mandate was crucial for making employees feel safe enough to return to the office but worried staff would quit. “How many folk would leave?” he said in a recent interview. “We just didn’t have the answer to that.”

In the end, few did. Less than 1% of U.S. corporate staff left the company, either because of the vaccine requirement or because of the mandatory return to offices, Molson said.

Red, yellow and green wristbands indicating comfort level with physical contact are worn by employees in the company pub. Green represents a hug or high-five; yellow represents an elbow bump.

What Molson and many other companies are discovering is that returning to an office isn’t one event. It requires a series of decisions, some of which have to be revisited to keep pace with new developments. Many are still grappling with when and how to bring workers back as the emergence of the Omicron variant prompts new travel restrictions and some delays in office reopenings.

Molson recently told the U.S. corporate staff the company will require vaccine boosters, a decision that was under way before the variant became widely known. Molson hasn’t changed its U.S. office or travel policies because of Omicron. But employees who returned in November to Molson’s U.K. office in Burton-Upon-Trent, England, will be working remotely again starting Monday under the U.K.’s latest work-from-home order.

‘You couldn’t communicate too much’

Molson, based in Chicago, has 17,000 employees around the world. In March 2020, when the brewer sent its corporate staff home, the company’s leaders hoped they would be able to celebrate the reopening of their offices that year by the Fourth of July. Molson’s manufacturing employees continued to work at its breweries throughout the pandemic with social-distancing protocols and other Covid-19 safety measures. The corporate staff, meanwhile, worked from home for more than 18 months.

Mr. Hattersley wanted to bring his corporate employees back five days a week. But through employee surveys, virtual chats with the CEO and other employee forums, Molson heard from workers who said they valued the flexibility of working from home. On top of that, many were afraid that returning to the office wasn’t safe. Others had concerns about securing child care and handling unexpected school closures.

The Molson leadership team early this year discussed a four-day-a-week plan, then settled on a schedule of three mandatory days a week in the North America offices. All corporate employees in the U.S. and Canada would have to report to their office on Mondays, Tuesdays and Thursdays. With everyone in the office on the same days, colleagues could more effectively meet and collaborate in person, the company’s leaders reasoned.

“I like people being together and this time last year, I would have probably thought we’d be back five days a week,” said Mr. Hattersley, 59, a South Africa native who joined the company in 2002 and became CEO in 2019. “But the world has moved on from that process. And as a leadership team, as a company, we moved along with it. That just wasn’t going to work. It wasn’t what our people needed and it wasn’t where the world is.”

Samantha Wolkowicz walks through the halls of the Coors office. Masks are required in shared spaces.

Communicating that plan—and explaining it—became Molson’s next big challenge. The company realized that employees with children needed a long lead time to prepare for new work and child care routines. So Molson told its U.S. staff in April about the three-day-a-week plan, and set a Sept. 7 reopening date for the U.S. offices. About 800 staff in North America would be reporting to offices where they had never worked before.

Molson distributed detailed memos on the reopening plans, tipsheets for hybrid working, guides to its offices and answers to questions that employees submitted by email. Mr. Hattersley hosted monthly sessions in which he answered questions in a virtual chat room.

“You actually couldn’t communicate too much,” he said. “You can’t just assume that people are going to understand what your rationale is.”

Employees wanted to know whether going back to the office would put them or their families at risk. Many had children who weren’t yet eligible for vaccination.

To address those concerns, Mr. Hattersley in August decided to adopt a vaccine mandate for all 2,200 U.S. corporate employees with the exception of about 35 unionized clerical staff, and pushed back the reopening date to October to allow time for employees to be fully vaccinated. Most unionized clerical workers were vaccinated; others would have to be tested weekly for Covid-19. All new U.S. hires, including in the breweries, would have to be vaccinated, as would visitors to Molson’s U.S. offices.

Coors employees working at cubicles aren’t required to wear masks.

Some employees were upset by the announcement. Others welcomed the vaccine mandate but worried about the safety—or length—of their commutes on public transportation.

Some parents with babies and toddlers said they would have preferred a schedule with just two mandatory days in the office so they could spend more time at home. Sara Welch Goucher, an e-commerce director in the Chicago office, was one of them. During the day, a caregiver watches her nearly 1-year-old daughter and 2-year-old son in their home in Wheaton, Ill. Mrs. Goucher said her commute to downtown has increased to 90 minutes from 70 before the pandemic because trains on her route are running less frequently now.

“I got used to seeing my children in little moments between meetings,” said Mrs. Goucher, who is 35 and has worked at the company for three-and-a-half years. “But I do want some time in the office. It gives me a different kind of energy.”

Coffee, doughnuts and beer

In interviews with more than a dozen workers and executives, employees said they were excited to see their colleagues in person again. The team planning the U.S. office return decided against a party atmosphere for the first day back and went low key, said Jackie Heard, a human-resources executive who helped lead the effort. Gone was the idea of a barbecue and music. Instead, the company offered free coffee and doughnuts when employees arrived.

Workers found welcome packs with hand sanitizer, stress balls and handwritten notecards on their desks. Company leaders greeted people throughout the first day. Members of the IT team also circulated, ready to help as people struggled to connect to Wi-Fi networks and printers.

In the marketing department at the company’s Chicago headquarters, staff could pick up a wrist band in green, yellow or red to indicate when they were open to a hug or high-five, or preferred an elbow bump or a wave. Molson’s U.K. office offered green, yellow and red lanyards for the same purpose.

Josh McDonald, a Coors Light marketing manager who took a new position and relocated during the pandemic from Florida to Chicago, chose a green wristband. He had never met his teammates in person.

“The funniest thing is the jubilation of seeing someone that you’ve been communicating with for a year and a half through [

Microsoft

] Teams, like, in 3-D,” said Mr. McDonald, 35, who has worked at the company for four years. “There was a lot of soft-stepping” as colleagues gauged whether to go in for a hug.

“I’m a hugger but I didn’t want to invade somebody’s bubble,” he said.

Susan Waldman, 56, a global business process owner in Molson’s global business services department, was eager to see her colleagues again and the vaccine mandate made her feel safer about the reopening, she said. But she was disappointed the mandate didn’t cover Molson’s brewery workers or clerical staff. “I feel like everyone needs to do their part,” she said.

Molson said the breweries allowed for social distancing in a way that its offices didn’t, and that the brewery workers had demonstrated that they could keep working safely during the pandemic.

Back in an office for the first time in more than a year and a half, employees had to learn all over again some of the tricks and habits of office life. Among them: Don’t forget your cellphone charger or your office ID badge. They also discovered that they needed to schedule 10 minutes between in-person meetings to walk from one to the next.

Employees can remove masks to drink at the company pub in the late afternoon.

The company is asking employees to use office days for in-person collaboration and remote days for focused, individual work. Working from home is optional on Wednesdays and Fridays, and so far most employees are doing just that, the company said. The company has distributed guides for supervisors on managing hybrid work, and has instructed them to intervene if they see anyone being excluded from a meeting or a decision because he or she isn’t physically present. Mr. Hattersley generally works from home on Wednesdays and Fridays to set an example, Molson said.

One hiccup is that many employees are conducting meetings by videoconference at their desks, where they can remove their masks, rather than gathering in conference rooms, where they must wear masks.

“We can do a better job at that,” said Ms. Heard, the human resources executive. “Encouraging people to get out of their offices and having interactions is going to be important for us.”

Sarah Irizarry, a 30-year-old marketing manager in the Chicago office, is wrestling with those requirements. Sitting in a conference room for a video meeting with a marketing agency while wearing masks presents a “double barrier,” she said. Mrs. Irizarry said she preferred to sit at her desk without a mask for those meetings and was trying to schedule them on her days at home.

Most Molson workers embraced the company’s new approach to office life. One sign is the level of activity inside pubs in the Chicago and Milwaukee offices. They now buzz in the late afternoons as colleagues catch up with one another over beers.

Write to Jennifer Maloney at jennifer.maloney@wsj.com

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