Amazon burned its fingers with the Fire Phone back in 2014. The device, personally overseen by Jeff Bezos, lasted barely over a year before Amazon pulled the plug and wrote off $170 million in unsold inventory. Now, the company is taking another shot at the smartphone market.
According to Reuters, Amazon is developing a new phone internally under the codename “Transformer.” The project is part of a group called ZeroOne, which focuses on building breakthrough devices. It is led by J Allard, a former Microsoft executive who helped bring the Xbox and Zune to market.
What will the Amazon phone actually do?
The phone is being designed as a personalization device, one that keeps you connected to Alexa, Prime Video, Prime Music, and Amazon shopping throughout your day. A key focus is AI integration, which could eliminate the need for traditional app stores entirely. Think less scrolling through apps and
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