It seems that Amazon is seriously considering returning to the world of smartphones, years after the failure of its previous experience with the “Fire” phone, through a new project being developed internally under the code name “Transformer.”
According to rumours, the anticipated phone focuses heavily on artificial intelligence, which is in line with Amazon’s recent trend towards developing Alexa+ capabilities, in addition to a special interest in integrating shopping services more deeply into the device’s user experience.
Available information indicates that the project receives personal interest from the company’s founder, Jeff Bezos, who aims to develop a multi-use digital device that relies heavily on voice control, in a vision similar to the future devices we see in science fiction films.
It is also rumored that the phone will make Prime services an essential part of the user experience, including Prime Video and Prime Music, with a focus on reducing traditional dependence on applications and their stores, by expanding the role of artificial intelligence in implementing tasks and services.
Although the details are still few, the initial picture indicates that Amazon may not be seeking this time to launch a traditional phone that directly competes with leading devices, but rather it may be moving towards a different device with simpler or more specialized features, and it may be more like a secondary phone than a main phone.
Amazon has extensive experience in the field of smart devices, from tablets to Kindle readers and home speakers, but its return to the phone market will put it in the face of fierce competition with giant companies such as Apple, Samsung, and Google. (tech radar)
