Amazon’s Panos Panay has a complicated response to Fire Phone 2.0 rumors

• Amazon launched its Fire Phone back in 2014 to a disastrous response.
• Earlier this year, rumors suggested the company was considering a second swing at building its own phone.
• In an new interview, exec Panos Panay doesn’t outright dismiss the idea of a new Amazon phone, but is clear this isn’t the immediate priority.

Back in the early 2010s, the smartphone industry was positively exploding, and brands everywhere were looking to get in on the action for themselves. HTC was building “Facebook phones” with dedicated buttons for the social media giant, and even Amazon attempted its own Fire Phone. While that quickly proved to be a high-profile disaster, earlier this year we started hearing rumblings that Amazon was thinking about a do-over, and working on a new smartphone project. But now, in a new interview, Amazon’s head of devices and services throws some cold water on those rumors.

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