Facebook has kept its renewed effort to come up with a smartphone quiet, avoiding putting ads on public sites, according to , which cited unnamed sources inside the company, people briefed by the company and people who had been the target of recruitment initiatives.

Facebook wants to release a smartphone by next year, and has picked up former Apple engineers who had worked on the iPhone, as well one who worked on the iPad, according to the article.

This is not the first Facebook smartphone initiative. An effort started several years ago, first reported by TechCrunch, fell apart when it became clear that the company did not have the expertise necessary to come up with a smartphone on its own, according to the Times story.

Facebook then teamed up with manufacturer HTC in a project, codenamed "Buffy," which is ongoing, according to the Times. The current initiative to recruit new talent expands the Buffy project. All Things D first reported on the Buffy project last year.

As it finds its way as a public company, Facebook is looking for ways to bolster financial results. Its May 18 IPO, marred by technical glitches at the Nasdaq as well as , has put the spotlight on the company's earnings and the uphill battle it may have to monetize its huge user base.