The Amazon Fire phone launched in 2014 was an unexpected disaster for the company and it has been keeping its distance from the space ever since. However, a report surfaced in March that claimed the company was developing an AI-powered phone.
If you’re anxiously expecting this to happen, we have some bad news. According to Panos Panay, Amazon’s boss for consumer electronics, Amazon isn’t “necessarily” making the call because there’s “no clear path forward that makes sense” for the company right now in this area.
However, he didn’t completely, 100%, rule out black-and-white, so keep that in mind. In fact, when asked by the FT about this, he gave such a complex answer that it bears quoting in full:
This is not just the goal. I know there are a lot of rumors out there. I don’t think the phone form factor is going to go away in the near future. I have said this publicly. I keep saying this. I’m always asked, ‘So the phone is gone, right?’ Absolutely not. The phone isn’t going anywhere. However, I think the phone is undergoing something of a transformation, and will certainly continue to do so for the next 10 years. I guess your black and white question is, are you going after the phone? A lot of people want me to say no, but a lot of people want me to say yes, I get it. Here’s my opinion: It’s not necessary that we’re going after a phone, no. There is no clear path that makes any sense. You just said, there are a lot of new form factors that are important that need to be focused on. This is a tricky question. If I didn’t say black and white, I would say it was accurate. But I also think it’s misleading. One of the most incredible parts of the culture here is the willingness to take big bets when necessary. And the question is when do you need it? Well, what’s the right thing for the customer over time? There’s always a chance, but right now, no. What I will never do again is say here’s another phone. What do you think? there’s no point. We know what customers need now.
So, TL;DR: “Right now, no”. Maybe in the future, but not near Future – this is our conclusion from this word soup. Are you sad that Amazon isn’t trying its hand at the smartphone game again (at least not yet)? Let us know in the comments.