Amazon is reportedly planning to re-enter the smartphone market more than 10 years after its last attempt. According to a report, the mysterious phone is internally codenamed “Transformer” and is being developed by the company’s devices and services unit.
There isn’t a whole lot to go on right now, but it probably won’t surprise many to learn that the phone will likely lean heavily on AI. According to Reuters’ sources, functionality would be a core part of the experience, but Amazon wouldn’t necessarily build a custom OS around its voice assistant. The phone would make buying products on Amazon and using services like Prime Music and Prime Video “easier than ever,” and may bypass traditional app stores.
Reuters reports that the Transformer project is being led by the recently established ZeroOne, an Amazon devices unit headed up by ex-Microsoft executive and Xbox co-founder J Allard, who was also one of the creators of Zune. Allard joined Amazon last year to lead a “a special projects team dedicated to inventing breakthrough consumer product categories.”
