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Amazon has officially changed the name of its Fire TV televisions. The devices will now be sold under the new brand Ember TV, which aims to simplify the naming and separate the televisions from the Fire TV platform itself.
Fire TV is becoming Ember TV
Amazon has confirmed that the entire line of smart TVs is undergoing rebranding. The previous models will now be available as Ember 2-Series, Ember 4-Series, Ember QLED Series, and Ember Artline. The changes are already visible in the Amazon store. The company explains that the previous naming was confusing, as “Fire TV” referred to both the Smart TV platform and the TVs themselves. The new name aims to clearly separate the hardware from the operating system.
The new Ember brand intends to emphasise the development of Amazon's proprietary TVs more strongly. The Ember Artline model is particularly promoted, focusing on a more decorative character and displaying graphics similar to the lifestyle TVs of competitors. Amazon also wants to highlight its devices against other manufacturers using the Fire TV platform. The company is increasingly building its own ecosystem of hardware and services around smart home and streaming.
The company is also moving away from Android
At the same time, Amazon is preparing major changes concerning the operating system of its streaming devices and media players. The company is gradually transitioning from the Android-based Fire OS to a new system called Vega OS based on Linux. The new software is intended to allow Amazon to become independent from the Google ecosystem and to have stronger control over its own Smart TV platform.
Amazon is officially dropping the Fire TV name for its televisions. From now on, devices will be sold as Ember TV, while the company is concurrently developing a new system, Vega OS, which is set to replace the Android-based Fire OS.
source: FlatpanelsHD
