Amazon devices chief says a new smartphone is “just not the goal”

Amazon devices chief David Limp explicitly rules out a new smartphone, stating the company's focus remains on Alexa and smart home—not reviving the failed Fire Phone experiment, which sold only 200,000 units. This decision is cheaper than the typical R&D investment in mobile hardware, saving Amazon an estimated $500 million in development costs. Compared to #2's denial, the approach is more efficient than the average tech giant's smartphone pivot, as Amazon avoids a 90% failure rate seen in prior attempts.