// THE VERGE — INTELLIGENZA ARTIFICIALE
Inside Amazon’s Echo hardware event
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The company’s low-key product launch was designed to give each device more attention, according to Panos Panay.
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Amazon swapped its usual big fall hardware showcase this year for a series of smaller launches throughout October. So far this month, it has announced new Fire TV devices, new Kindles, the Alexa Tablet Pro 12, Ring’s first smart lock, new hardware from AI-wearable startup Bee, and new Blink 4K cameras.
Then this week, it hosted journalists at a small event in New York City’s financial district to showcase its new Echo hardware.
Panos Panay, senior vice president of devices, Alexa, and Leo at Amazon, kicked off proceedings by explaining the company’s approach this year. “We have so many products we’re launching that are meaningful,” he said. “However, we get to this point when we do everything at once; not all your children get enough attention.” This longer rollout allows for more focus on each launch. He also teased two more launches still to come — from Ring and some “Echo on the Go” news — before explaining that today’s focus is “the most important focus we have, which is the home.”
He then spent about 45 minutes introducing five new Echo smart speakers and displays — the Echo Show 16, Echo Time, Alexa Photo Frame, Echo Studio with Home Camera, and a new Echo Dot — with each product sitting on plinths in the warehouse-like space.