Amazon is embarking on a significant transformation of its Fire tablet lineup, responding to persistent feedback from consumers and app developers regarding its proprietary operating system. Internally dubbed “Kittyhawk,” this initiative aims to introduce a premium tablet model as early as next year, featuring the Android operating system for the first time.
Transition to Android
Since the launch of the Fire tablet in 2011, Amazon has utilized a modified version of Android, often referred to as a “forked” system. This approach has allowed Amazon to create a distinct user experience, but it has also led to limitations, particularly in app availability. Developers have faced challenges in adapting their applications for Amazon’s unique app store, which has restricted the variety of offerings available to users.
With the Kittyhawk project, Amazon is poised to shift its strategy, potentially enhancing the appeal of Fire tablets among consumers who prioritize compatibility with other Android devices. However, insiders caution that the project may face delays or even cancellation due to financial considerations or other unforeseen challenges.
Jitesh Ubrani, a researcher at IDC, noted, “Consumers have always expressed a concern about not having access to the latest Android versions and some apps due to Amazon’s proprietary store. This has created additional work for developers, especially in an era where many apps and services are offered for free.” Despite these hurdles, Amazon has successfully sold millions of tablets, often at or near manufacturing cost, prioritizing service revenue over hardware profits.
A New Price Point
The forthcoming Android tablet is expected to carry a higher price tag than current models, with discussions indicating a potential cost of around 0—almost double that of the existing Fire Max 11 tablet, which retails for approximately 0. In comparison, Apple’s iPads range from 0 to ,200, indicating a strategic shift for Amazon as it seeks to position itself in a more competitive market.
While specific details about the new tablet’s specifications remain undisclosed, Amazon’s historical reluctance to incorporate third-party software has been evident, particularly following the lackluster performance of the Fire Phone, which was discontinued after a significant financial write-down. However, recent investments in external technologies, such as Anthropic’s AI software for Alexa, suggest a more open approach moving forward.
Future Developments
As part of its broader strategy, Amazon is also exploring the launch of lower-priced tablets powered by its Linux-based Vega operating system, currently utilized in some Fire TV devices. Ultimately, the goal is to transition the entire Fire tablet range to a version of Android, aligning with consumer expectations for versatility and performance.
The internal code name “Kittyhawk” pays homage to the North Carolina town where the Wright brothers achieved their first powered flight, symbolizing innovation and ambition. However, it also shares its name with a failed flying car startup, highlighting the risks inherent in ambitious technological endeavors. Amazon has opted not to comment on the significance of the project’s name, leaving room for speculation as it navigates this pivotal moment in its tablet evolution.
