Amazon is revamping its hardware strategy under new leadership, aiming for a more premium and secure approach to device design, materials, and quality. As part of this transformation, the company’s devices chief Panos Panay has pledged to reengineer every gadget from the silicon core to the exterior, ensuring perfection in each product shipped. This shift is reminiscent of Apple’s strategy, where care and attention are given to every device.
Panay, previously head of Microsoft’s hardware division, now leads Amazon’s efforts. He plans to apply this high standard to all devices, regardless of their pricing tier, with improvements in sound quality, battery life, and security features. The company has also signaled a more selective approach to product launches, focusing on the “ones that matter most.”
While the exact details of Panay’s plan are scarce, augmented reality glasses, wrist-worn devices, and other new products are expected to be part of the lineup. These changes will likely become apparent in this fall, offering customers a more premium Amazon experience.
This strategic shift marks a significant departure from Amazon’s historical approach to hardware, which has often prioritized low-cost options over quality. The results will be watched closely, especially with Panay at the helm, and fans of Apple-like design may find themselves eager for the new devices.
Source: https://9to5mac.com/2025/03/17/amazons-new-hardware-device-strategy-sounds-like-apples