- Amazon reportedly has plans for another smartphone
- The original Fire Phone launched in 2014
- AI and shopping would be at the heart of the new device
You’d be forgiven for not remembering the Amazon Fire Phone, as it launched in June 2014 and only lasted about a year before production ceased and sales were discontinued. Well, it looks like Amazon is itching for another push into the smartphone market.
According to PK Press Club, a device codenamed “Transformer” is in development at Amazon – although it’s not clear from inside sources interviewed by PK Press Club when that phone might see the light of day or how much it might cost.
One of the main focuses of the handset would be AI, as you would expect given that Amazon recently launched its upgraded Alexa+ AI chatbot. Shopping services would also be at the heart of the phone, which, again, is no surprise.
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The project is apparently driven by Amazon founder Jeff Bezos and his desire to create a versatile, voice-controlled digital device that wouldn’t look out of place on Star Trek — and it seems Amazon executives think they can pull it off a second time.
A second minimal device?
All Prime services, including Prime Music and Prime Video, would be tightly integrated into the phone, according to the report. There are also hints that in-vehicle AI could remove some of the reliance on specific apps and a traditional app store.
We don’t know much more about the device yet, but the PK Press Club report suggests that it’s not a phone that’s guaranteed to launch at this point. Apparently this is something that is actively being developed, but much depends on future strategy and financial performance.
Another piece of information suggests that the new handset was inspired by the minimal Light Phone, which could give us an idea of the direction Amazon plans to head in. Maybe it will be more of a secondary device than a primary phone.
Amazon of course already makes cheap and cheerful tablets, Kindle e-readers, and several smart speakers. It’s not a 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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