Redakcja Choose TV
Amazon officially changes the name of its Fire TV TVs. The devices will now be sold under the new brand Ember TV, which aims to simplify the naming and separate the TVs 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 because "Fire TV" referred both to the Smart TV platform and the TVs themselves. The new name aims to more clearly separate the hardware from the operating system.
The new Ember brand is intended to emphasize the development of Amazon's proprietary TVs. The Ember Artline model, which focuses on a more decorative character and displays graphics similar to lifestyle TVs from competitors, is particularly promoted. Amazon also wants to more distinctly differentiate its devices from other manufacturers using the Fire TV platform. The company is increasingly building its own ecosystem of devices and services around smart homes and streaming.
The company is also moving away from Android
At the same time, Amazon is preparing significant changes regarding the operating system of its streaming devices and media players. The company is gradually transitioning from the Android-based Fire OS to a new Vega OS system based on Linux. The new software is designed to allow Amazon to become independent from the Google ecosystem and to gain greater control over its own Smart TV platform.
Amazon is officially abandoning the Fire TV name for its televisions. From now on, the devices will be sold as Ember TV, while the company is concurrently developing the new Vega OS system to replace the Android-based Fire OS.
source: FlatpanelsHD
