Amazon is reportedly developing a new smartphone, codenamed “Transformer,” within its devices and services unit. This initiative is being led by an internal team called ZeroOne, which is focused on creating innovative gadgets and is overseen by J Allard, a former Microsoft executive. The phone aims to offer an AI-driven mobile experience that integrates with Alexa and connects users to Amazon's ecosystem, including shopping and streaming services.
The project comes after the company's previous attempt at a smartphone, the Fire Phone, which was released in June 2014 and ultimately failed. For that device, Amazon faced criticism over its lack of popular apps and functionality issues, leading to a significant financial loss. The new phone's design may include a simplified version aimed at reducing screen time, a shift from the previous strategy.
While Amazon has not yet engaged with wireless carriers, the timeline and budget for the project remain unclear. Sources indicate that the smartphone initiative could still be halted before its launch.