On March 21, Reuters reported that Amazon (AMZN.O) launched its first smartphone in 2014, hoping to compete with Apple and Samsung. However, the Amazon Fire Phone, personally overseen by founder Jeff Bezos, was abandoned in less than a year, becoming one of Amazon's most notable failures. Now, Amazon is launching a new phone.
According to four sources familiar with the matter, this latest project, internally known as "Transformer," is being developed within Amazon's Devices & Services division. The phone is envisioned as a potential mobile personalization device that can sync with the home voice assistant Amazon Alexa, serving as a medium connecting Amazon users throughout their day. This project is the latest development in Amazon's years-long efforts to realize Bezos's long-held vision of a ubiquitous, voice-driven computing assistant, similar to the voice-controlled computers of the science fiction series Star Trek.
The timeline for Project Transformer is currently unclear. Sources familiar with the matter also indicated that the project could be canceled if strategy changes or financial issues arise. An Amazon spokesperson declined to comment.
Sources familiar with the matter say a key focus of Project Transformer is the deep integration of artificial intelligence capabilities into the device. This approach could eliminate reliance on traditional app stores, which require users to download and register apps before use. They also indicate that Amazon Alexa will likely be a core feature of the phone, but not necessarily its primary operating system.
