- Amazon reportedly has plans for another smartphone
- The original Fire Phone launched in 2014
- Artificial intelligence and shopping are said to be central to the new device
You’d be forgiven for not remembering the Amazon Fire Phone, as it was launched in June 2014 and lasted about a year before production ceased and sales were suspended. Well, it looks like Amazon is up for another shot at the smartphone market.
According to PakGazette, a device codenamed ‘Transformer’ is being developed at Amazon, although internal sources who spoke to PakGazette do not make it clear when this phone could see the light of day or how much it could cost.
One of the phone’s main focuses is said to be AI, as expected given that Amazon recently launched its updated Alexa+ AI chatbot. Shopping services are also said to be central to the phone, which is also not a surprise.
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The project is apparently being driven by Amazon founder Jeff Bezos and his desire to create a multipurpose, voice-controlled digital device that wouldn’t be out of place on Star Trek, and it seems Amazon executives believe they can succeed a second time.
A minimal second device?
All Prime services, including Prime Music and Prime Video, would be tightly integrated into the phone, according to the report. There are also signs that embedded AI could eliminate some of the reliance on specific apps and a traditional app store.
We don’t know much more about the device yet, but the PakGazette report suggests it’s not a phone whose release is guaranteed at this stage. It appears to be something that is actively being developed, but a lot depends on future strategy and financial performance.
Another piece of information suggests that the new phone was inspired by the minimalist Light Phone, which could give us an idea of the direction Amazon is thinking of taking. Maybe it’s more of a secondary device than a primary phone.
Of course, Amazon already makes some cheap and cheerful tablets, Kindle e-readers, and various smart speakers. It’s no newcomer to hardware, but taking on Apple, Google and Samsung is a tall order even for a company the size of Amazon.
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