Amazons new hardware strategy sounds an awful lot like Apples - 9to5Mac

Amazon recently introduced Alexa+, its big AI upgrade to the popular assistant.But there’s a hardware transformation in the works too, per a new report, and it sounds a lot like Amazon’s upcoming devices will follow the Apple playbook.‘There won’t be a corner cut’ with new Amazon devices Today at , Mark Gurman reported on Amazon’s plan to transform its hardware division.

Joining Alexa+ as a new era for Amazon software, devices chief Panos Panay is planning a new era for hardware too.Panay was previously head of Microsoft’s hardware division, where he led the launch of the successful Surface line of products.Now at Amazon, he aims to bring care and attention to the company’s devices in what seems to be a very Apple-like approach.

Some other key tidbits from Gurman’s article include: “Panay hinted that augmented reality glasses and new wrist-worn devices could be part of the lineup.” Amazon is also reportedly going to be much more selective about the products it launches, by identifying “the ones that matter most” per Panay 9to5Mac’s Take Amazon has historically been content shipping low-cost, low-quality hardware, so this sounds like a major shift for its device strategy.We won’t see the fruits of the company’s new approach until this fall, per the report.However, I’m curious to see what the company can achieve under Panay’s direction.

What do you think about Amazon’s new device strategy? Let us know in the comments.Best iPhone accessories iPhone desk stand with StandBy and MagSafe support 10-year AirTag battery case 2-pack MagSafe Car Mount for iPhone 100W charging brick for fast charging AirPods Pro 2 (currently just $199, down from $249)   You’re reading 9to5Mac — experts who break news about Apple and its surrounding ecosystem, day after day.Be sure to check out our homepage for all the latest news, and follow 9to5Mac on Twitter, Facebook, and LinkedIn to stay in the loop.

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