Among the many news Fire TVfrom the newly launched Fire TV Stick HD Ember Artline TVAmazon has also quietly made a big announcement that it will say goodbye to the Fire TV name. Since April, Amazon has welcomed a new name for its line of smart TVs.
Announcing the news in a post on the Fire TV Blog, Amazon has unveiled a new Ember TV name to match its latest TV launch, and there are a few changes users can expect to see following this rebrand.
Why did Amazon ditch the Fire TV name?
And does the new name really change anything?
To be clear, the original blog post doesn’t make it clear why Amazon decided to ditch the Fire TV name for its smart TVs. The name remains the same for Amazon’s Fire TV Sticks and Fire TV Cube, just to confuse things a bit.
Amazon said blog post“We also had so much momentum with our line of Amazon smart TVs that we decided it was time to give them their own name: Amazon Ember. And it was only fitting to introduce this new name with our first lifestyle Amazon Ember Artline.”
Smart TVs are preparing for a name change
If you already own a Fire TV, this change won’t affect you
Amazon has rebranded all its Fire TVs to Ember TVs, meaning all the names have now changed. Fire TV 2-Series became Ember 2-Series, Fire TV 4-Series became Ember 4-Series, Fire TV Omni QLED Series is now Ember QLED Series, and Fire TV Omni Mini-LED Series is now Ember Mini-LED Series.
For those who already own a Fire TV, nothing changes on that front. The pre-existing Fire TV models don’t see any exclusive changes other than their names.
You can really see the change
Fire TV owners have already noticed the difference
In February, Amazon gave the Fire TV home page a makeover designed to “get you to what you want to watch faster,” according to Amazon. The new home screen features easier navigation, faster performance, and a new shortcut bar that offers up to 20 pinned shortcuts on your home screen.
Amazon described the new design as “a more modern design with improved layouts, rounded corners, revised color gradients, updated typography and more optimized spacing.”
In terms of faster performance, Amazon says, “The team refactored the core code to make the experience faster. In some cases, we’re seeing up to a 20-30% increase in speed when using the new UI.”
Device update
Keeping Fire TV users on their toes
As I said above, the name Fire TV was changed to refer to the physical TVs themselves, not the software. As such, the new line of Ember TVs will be classified as “with Fire TV” devices AFTV news.
Source: Amazon
