Amazon is gearing up for a significant transformation in its tablet line-up, aiming to elevate its Fire tablets to compete with high-end tablets like the iPad. According to insiders who spoke to Reuters, this shift will involve adopting an open-source version of the Android operating system.
Inside the “Kittyhawk” Project
Amazon’s new tablet project, internally termed “Kittyhawk,” is set to address consumer and developer frustrations with the company’s current in-house operating system. This strategic move signals a departure from Amazon’s traditional reliance on their custom software, a version of Android modified for budget-friendly devices. By potentially integrating an Android-powered system, Amazon envisions a more competitive presence in the high-performance tablet market.
Pricing and Market Competition
Traditionally, Amazon’s tablets, like the Fire Max 11 at \(230, enjoyed popularity for their affordability. However, with the next Fire tablet potentially priced at around \)400, the brand aims to offer a product that bridges quality and cost. This new price point hopes to captivate consumers seeking higher-performing, robust devices, a market segment previously dominated by higher-priced tablets such as Apple’s iPad.
Addressing Consumer Concerns
The shift to an Android-based system addresses ongoing consumer complaints about restricted app accessibility and dated software versions on current Fire tablets. Users have consistently voiced frustrations about missing out on new Android updates and app availability due to Amazon’s proprietary app store.
IT researcher Jitesh Ubrani emphasized this sentiment, highlighting the consumer desire for newer Android versions and broader app access. By adopting Android, Amazon not only alleviates these concerns but also streamlines app development for third-party developers, potentially broadening the app ecosystem available on its tablets.
What’s Next?
Scheduled for release next year, Amazon’s next Fire tablet could revolutionize the brand’s standing in the tablet market. Should these plans come to fruition, the landscape of affordable yet high-performing tablets could see a new formidable contender, shifting consumer expectations and market dynamics.
As stated in mashable.com, this strategic pivot could signify Amazon’s commitment to offering consumers not just affordability, but also advanced functionality and freedom, adapting to the ever-evolving tech landscape.