Tech
All Hail the Surprisingly Versatile Packing Cube! These Are Our Favorites

Other Great Packing Cubes
Photograph: Kat Merck
Hulken Schlep Stack for $95: This set of five cubes (three all-clear PVC, two with PVC lids only) is made to fit inside Hulken’s unique rolling carry-on tote. I liked the fact they nest for storage, and I loved being able to see the contents of each cube at a glance. The zippers have a leak-proof seal, which is a nice touch, though they did leak a little during my spill test. The cubes have a very structured shape, which makes sense in the lightweight Hulken tote but takes up too much real estate in a regular suitcase. And the three clear cubes were too small to store much of what I needed.
GoRuck Packing Cube for $20 (for 1, 10L flat): I loved the 15 x 10 x 3-inch size I tested of this rugged, 200-denier nylon cube with a mesh front. It fit almost anything I needed for any occasion, with a convenient carry handle and signature GoRuck American flag patch on the front. However, they are pricey, and unless you need them to match your GoRuck gear, there’s nothing about them that stands out above comparably priced cubes.
Amazon Basics for $24 (set of 4): This four-pack of cubes with sturdy-mesh windows and ripstop-like fabric was comparable in quality to brands four times the price. However, Bagsmart’s cubes cost less and are even sturdier, so they just edged these out for the top Amazon slot.
Courtesy of Dagne Dover
Dagne Dover Roma Packing Cubes From $30: When I first saw these shallow, all-mesh packing cubes with their stiff wire edging and little label windows, I admit I wasn’t initially impressed, given that they cost upwards of $30 per cube. But then I tested them. Not only do they hold more than they initially seem like they will, but I ended up loving how they kept their shape, allowing me to fit more in my bag and for my clothes to arrive at their destination perfectly wrinkle-free. The mesh is also breathable yet sturdy, private, and slightly padded, so I felt safe adding even hard items like jewelry. To be sure, these aren’t space savers, but if you want to ensure your items don’t move around or get overly squished or wrinkled, these are a great option, and they come in four stylish colors.
Away the Insider Packing Cubes for $45 (set of 4): I like that these come in 10 trendy colors, many of which match Away’s luggage. However, after testing over 20 different brands and types at various price points, these cubes just didn’t stand out. The material was very thin and was indistinguishable from those of some of the cheaper Amazon brands, and the zippers were unbranded and small.
Shacke Pak Packing Cubes for $27 (set of 6): These were pretty good quality for an Amazon brand; there’s a sturdy handle and the material is slightly thicker than other packing cubes at this price point. I like the mix of mesh for breathability and opaque fabric for privacy. They come in nine colors, but the colors are clownishly bright and the four-paneled mesh design reminds me of a jock strap. Shacke says it uses YKK zippers on all its packing cubes, but I peeled back the covering on the zipper and could not find a YKK insignia anywhere.
Photograph: Kat Merck
Calpak Packing Cubes Set for $68 (set of 5): This is the first set of packing cubes I ever owned, and it’s what kicked off my obsession with travel organization to begin with. There’s just something generally satisfying about the size and layout of these lightweight-polyester cubes with a mostly mesh front for visibility and breathability. There’s a little window where you can put a label for the contents (which is far more useful than you might think, especially when packing cubes are around the same size), and I love that they come in 18 different colors and prints.
Gorilla Grip Packing Cubes for $17 (set of 8): These were the least expensive packing cubes I tested, and unfortunately, it showed. The material was very thin, and the zippers were janky. I do like that they come with a shoe and laundry bag, however, and when not being used they fold down quite small. They come in a range of colors, with nice mesh panels, and the fabric is not totally see-through. Hand wash only.
Great Suitcases for Packing Cubes
Photograph: Kat Merck
Travelpro VersaPack+ Carry-On for $298: This expandable soft-sided spinner from luggage stalwart Travelpro (maker of our favorite budget carry-on) comes with two approximately 9″ x 2″ packing cubes on a divider that clips in or out. Thick straps in the main compartment can be cinched down to provide compression, and there’s also an included laundry bag and two shoe bags. I was actually quite impressed with how much I could fit into this carry-on, especially when using other compression packing cubes. Which is kind of necessary, as the included packing cubes hold little more than a few T-shirts and some underwear. Also be aware that when the bag is expanded, it’s still slightly front-heavy, even though it’s designed to be tip-resistant. A test of rolling it upright while running through the airport to catch the car rental shuttle found it does still have a tendency to tip over front-first.
Royce & Rocket Castle (With Packing Cubes) for $630: This bag is bound to be a godsend for anyone who’s ever ended a trip with half their suitcase contents on the floor from days’ worth of rummaging. It looks like a normal clamshell hard-side, but open it to reveal two fold-down shelves that are the perfect size if you use packing cubes. Royce & Rocket’s Castle comes in carry-on size, mid-size, or full-size with a matching set of packing cubes ($75 if you buy separately). Or, buy the suitcase alone and use your own packing cubes. (Though I have done this, and noted that only medium and small sizes will be able to fit.) Do note, however, that this shelf feature adds a considerable amount of weight to the bag. I tested the mid-size version, and when I went to weigh it at Alaska Airlines’ bag drop, I was shocked to find it was just a hair under the 50-pound weight limit, despite my only packing lightweight clothes and travel-sized toiletries.
Other Travel Accessories We Like
Photograph: Kat Merck
WanderFull HydroBag for $59: WIRED Reviews team members are no strangers to water bottle bags. Even though I’m a member of the Dehydrated Generation, I’ve become fully accustomed to having a water bottle nearby at all times. Unless I’m carrying a backpack, I am indeed carrying my Owala in a water bottle bag, especially when traveling. My favorite is from WanderFull, as the wide strap is comfortable enough for hikes and extra-long walks. If metallic green isn’t your jam, there are dozens of other fabrics, colors, and styles to choose from.
Calpak Luka Zippered Passport Wallet for $35: Whether you’re traveling internationally or just neglected to update your driver’s license before the US Real ID deadline (guilty), a passport wallet is a must. This stylish, puffy number from Calpak holds not only your passport, but cash, cards, and even your phone in a pocket on the front. The only down side is that it is quite large, about the size of a contemporary paperback book (7.5 x 5.5 inches), and it doesn’t have a handle or loop, so it is awkward to carry if you don’t have a purse large enough to accommodate it.
Aer Street Sling for $69: Many passport wallets, like the Luka above, are quite large. Unlike a belt bag, Aer’s unisex crossbody is tall, so it will fit any passport wallet that’s 8 x 5.5 inches or less. It’s a great option for anyone who still wants to travel light but not have to keep their passport in their backpack or pocket.
Courtesy of Dosey
Dosey Pill Compact for $26: This 7- by 3-inch pastel pill compact (it also comes in blue and pink) features a mirror and seven labeled day compartments finished in shiny gold. It’s very Valley of the Dolls, but I found its slim profile to be surprisingly practical to travel with, slipping unobtrusively into even smaller toiletry bags while staying securely closed even during rough handling.
GuruNanda Ready-to-Go Disposable Mini Travel Toothbrushes for $30: Obviously bringing your own toothbrush is the most eco-friendly choice, but this is what my family uses for camping or other trips where we don’t want to risk having to reuse a dirty toothbrush. They’re soft enough for even the most sensitive gums, and the handle side doubles as a toothpick.
Gorilla Grip Luggage Straps for $14 (set of 4): If you tend to travel with your hard-sided checked bag while it’s expanded, you might have noticed the somewhat alarming lack of structure. Both hard sides contain their own strapped-down loads, flopping around while connected only by a thin fabric zipper. I rely on these straps to hold my precariously packed suitcase together when it’s being launched off the scale onto the conveyor belt or thrown around on the tarmac. And as a bonus, the bright color (the company has nine to choose from) makes your bag easy to spot on the baggage claim carousel.
Kusshi Travel Jewelry Organizer for $49 (Medium): I don’t know how I lived so long just throwing jewelry willy-nilly into a toiletry bag; I don’t advise this unless you want to spend your first night on vacation untangling necklaces. For the ultimate in space-saving organization, you can’t top this hanging pocket bag that folds down to be perfectly flat. The medium size features three tiers of soft-lined, PVC-fronted zippered pockets for earrings rings, bracelets, watches, and whatever else you might need, plus a nifty necklace holder with loops and snaps. The large size has the same, but with twice as many sections. When closed, it folds up flat about the size of an iPad.
FAQs
How Does WIRED Test Packing Cubes?
I’ve been testing toiletry bags and adjacent accessories for the past seven months, using them daily in my bathroom and taking them on trips every few months. I choose packing cubes based on luggage brands we like or what seems to be trending or popular; some are samples from the companies themselves, but many I buy myself and expense.
I inspect each cube or set of cubes for features and materials. I test how smoothly the zippers zip open and closed, and how easy it is to use any compression feature. I pack various cubes with bulky sweatshirts and sweatpants to see how many pieces I can fit in the largest cube, and see how they fit in a carry-on bag, backpack, and full-sized suitcase. When I travel, I pack a cube from each set in three suitcases and assess how easy they are to pack or unpack, and note if anything about them bothered my family or me amid the stress and unpredictability of travel.
Photograph: Kat Merck
Why Not Just Use a Ziplock Bag?
This is the question I see most from travelers suspicious of using packing cubes. Ziplock bags are inexpensive, and you can see everything inside. Why would one spend $25 or even $100 on a set of packing cubes when a box of 2.5-gallon bags costs $5? It’s a valid question, and one I set out to investigate by packing a couple of slide-lock Hefty bags along with my packing cubes for a weeklong trip. I discovered a few things.
Packing cubes are breathable. This is especially helpful on the way back home when most or all of your laundry is dirty. If your clothes smell like anything—anything at all—you will be hit in the face with that smell after they’ve been sitting in an airtight plastic bag.
Packing cubes are durable. Unlike a plastic bag, packing cubes won’t rip, burst, or develop unexpected holes.
(Some) packing cubes are compressible. Can you fit five days’ worth of pants and shirts in a plastic bag? Probably not. But you definitely can in a compressible packing cube, like some of the options above.
What Are We Testing Next?
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Tech
The Best Tech Gear for Work Trips
For business travelers who treat the world like their office, the right travel tech isn’t just convenient, it’s non-negotiable. Work trips often mean meetings happen mid-transit, and deadlines don’t wait for time zones. Today’s professionals require gear that’s as agile and refined as they are. For your next trip—especially on business—every item in your travel arsenal should serve a purpose: keeping you connected, organized, and one step ahead.
Among the business travel essentials? A reliable staple: The Apple MacBook Air: powerful, lightweight, and designed for productivity anywhere. Not to mention, with the right universal converter or portable charger, you can plug it in to charge just about everywhere. Add a portable Wi-Fi hotspot or travel router, and your workspace expands to airport lounges, hotel lobbies, or high-speed trains. For presentation, compact travel steamers ensure you arrive looking polished, while smart luggage and digital tags streamline the journey from check-in to customs. Whether you’re a digital nomad taking a client call on the road or reviewing contracts over espresso in Milan, we’ve compiled the best tech for work trips built for motion. When business takes you everywhere, your gear should work like you do: seamlessly, stylishly, and without pause.
Updated October 2025: We’ve added the Sony WH-1000XM6, OnePlus Pad 3, and Netgear Nighthawk M6 Pro.
Tech
Amazon Prime Big Deal Days Is Next Week, but We Already Found 40 Early Deals

It’s that time of year again, and Prime Day deals are back. The Amazon Prime Big Deal Days event—also known as Amazon Prime Day 2—is officially arriving on October 7 and 8, but early deals have already started flowing. The WIRED Reviews team has hundreds of years of collective experience covering shopping holidays such as this. What sets us apart is that we only write about actual deals on the gear and gadgets that we’ve hand-tested. We’re getting ready to cover the whole sale with a variety of stories and even a liveblog (and, hopefully, lots of caffeine.) Below, you’ll find the best deals we’ve managed to find so far. Come back for additional coverage when the event begins.
Get prepared with our guide on How to Shop Prime Day Like A Pro. We also have advice on avoiding scams on Amazon and making sure you’re getting all of your Amazon Prime perks.
Updated October 4, 2025: We’ve added 10 new deals on the Ninja CREAMi and Luxe Cafe Premier, multiple coffee devices and accessory ovens, and a Zojirushi rice cooker. We also swapped out dead deals and checked for accuracy throughout.
Featured in this article
Apple iPad (2025, A16) for $319 ($30 off)
This is the best iPad on the market. The 2025 Apple iPad (A16) is cute and comes in a few different colors in your choice of 128-, 256-, or 512-gigabyte storage. It has a modern design, USB-C charging, Touch ID, and two 12-MP cameras. It’s powerful enough for most people, and it doesn’t have support for Apple Intelligence (which may be a blessing or a curse). If you primarily use your tablet to watch videos, play mobile games, or do light work, it’ll be just fine (and you won’t overpay for features you aren’t using). One thing to note is that it only supports the first-generation or USB-C Apple Pencil. Check our guide to the Best iPad Accessories for additional picks.
Nothing Ear (a) for $89 ($20 off)
The Nothing Ear (a) top our list of the best wireless earbuds. They look super cool, with a stylish semi-clear design, on-board touch controls, and a sleek charging case. They pack excellent sound and good noise cancellation, and they’re downright easy to use. The battery lasts about five and a half hours if you’ve got active noise cancellation on. They also pair easily with both Android and iOS devices. This deal comes within $10 of the best discount we’ve tracked.
Ugreen 145W Power Bank for $66 ($34 off)
Ugreen’s charger is best power bank you can buy for tablets—surprisingly compact for a 145-watt charger with a 25,000-mAh battery. What makes this special is you can actually draw the full wattage while charging, which means this is the power bank for you if you want to charge fast.Wired reviewer Simon Hill notes this is the best lineup you can buy to keep your tablet charged at all times.
Anker MagGo Power Bank (10K) for $70 ($20 off)
This is the best Qi2 power bank out of the many we’ve tried so far, and we’ve not yet seen it sell for less. It has a built-in kickstand, a two-way USB-C port, and a built-in LED display. You can attach MagSafe iPhones or Qi2 phones in landscape or portrait orientation. It’s not the beefiest power bank in the world, offering about one and a half charges for newer phones, but it’ll definitely come in handy if you just need a quick top-off while on the go—especially since you won’t need to bring your own cable.
Apple MacBook Air (M4, 2025) for $799 ($200 off)
It’s hard to do much better than the MacBook Air (M4, 2025). The best laptop has beefy performance, terrific battery life, and is super quiet thanks to its fanless design. It also has support for two 4K external monitors, and the built-in M4 chip allows for on-device AI processing and support for Apple Intelligence. The webcam boasts 12 megapixels, which is an upgrade compared to previous models, too. It comes in your choice of four different colors and three storage configurations. Check our MacBook buying guide for additional recommendations.
Ninja CREAMi Bundle for $200 ($55 off)
The Ninja CREAMi delivers on a wild promise. It’s a home device that can make ice cream out of seemingly anything. WIRED Reviewer Julia Forbes wrote that she and her husband like to take turns dazzling each other with far-flung ice cream recipes, and recommends it as a gift for newlyweds. Anyway, the bundle with extra ice cream tubs is more than 20 percent off in the leadup to Prime Day, less than the CREAMi alone generally costs. Prefer soft serve? The Ninja Swirl by CREAMi ($350) is also on sale for $45 off.
Arlo Pro 5S Security Camera for $100 ($80 off)
This is a great deal on our favorite outdoor security camera, and you can get in on it right before porch pirate season. The Arlo Pro 5 has clear footage, fast live-feed load times, and smart notifications. Recording at up to 2K resolution with HDR, it won’t struggle in low light thanks to night vision, and there’s also a color mode. Two-way audio is clear, and there’s a built-in siren too. You do need an Arlo Secure subscription to make the most of this camera, but the deal is solid. The multipacks are discounted, too.
Amazon Kindle Scribe (2024) for $300 ($100 off)
Full disclosure: A new Kindle Scribe is coming, but we still think this is worth buying. The Kindle Scribe is our favorite e-reader for taking notes. It works well as a digital notebook and as a way to read your favorite books. With a generous 10-inch display and a Premium Pen (with a soft-tipped eraser on the end) included, you can use it to plan, journal, or annotate. There are some AI software features like note summarization, too. We do wish it was waterproof, or that it had some color features like the new model will, but if you’re in the market for something like it, it’s worth considering. There’s a chance it will get slightly cheaper when Prime Day actually arrives, but it likely won’t be by much—especially considering this is a match of the lowest price we’ve tracked.
Ultrahuman Ring Air for $300 ($50 off)
This smart ring is our favorite without a subscription. Importantly, due to a ruling by the FTC, these rings will no longer be available for purchase in the US after October 21 (though Ultrahuman says existing rings will still be supported). If you have been eyeing one, this deal is a match of the best we have tracked so far. The Ring Air can track your heart rate, blood oxygen, physical activity, and sleep, and it’ll offer insights about changes in your heart rate variability or skin temperature. There are some additional convenient features like a smart alarm that’ll wake you up during a lighter part of your sleep cycle, too.
Baratza Encore Coffee Grinder for $120 ($30 off)
WIRED has devoted a lot of time to thinking about and analyzing the best coffee grinders—because frankly, the quality of the grind is every bit as important to determining how your coffee tastes as the machine you use to brew. What we keep discovering is that Baratza’s entry-level Encore grinder series performs shockingly well for its price range. At a $120 Prime Day deal, it’s punching far, far above its weight. Note this grinder is for drip, French Press and AeroPress. For espresso, you’ll want the Baratza Encore ESP ($200).
Power up with unlimited access to WIRED. Get best-in-class reporting and exclusive subscriber content that’s too important to ignore. Subscribe Today.
Tech
Amazon is overhauling its devices to take on Apple in the AI era

When Amazon.com Inc. recruited longtime Microsoft Corp. product chief Panos Panay in 2023 to run its devices division, his new colleagues thought the e-commerce giant was preparing to take its consumer gadget line upscale.
Panay pushed back on the idea during an all-hands meeting with thousands of engineers from the Alexa, Echo and Fire TV brands. But his vision for the business didn’t come into clearer focus until this week, when the executive unveiled a suite of new products at an event in New York. The message: Panay aims to build devices that people want to show off in their homes and use—at every price tag. “The idea is putting a lot of detail into every product,” he said in an interview.
Though most of the new devices, including updated smart speakers, e-book readers, home security tools, TV accessories and other offerings, do carry higher prices, the company’s more affordable products are equally key, Panay said.
“The superpower of designing for cost is such a rare talent,” he said. “When you just anchor on that and now you’re making great products and you can serve everyone—that’s how we can have an impact on the world.”
Ralf Groene, a former top designer at Microsoft who came out of retirement earlier this year to become head of design at Amazon, echoes that sentiment. “There’s lots of sophistication in the material, but we don’t want you to be like, ‘Oh, it’s so sophisticated.’ It needs to blend in.” He compares it to not noticing your shoes when you run. Or when you play the guitar and are “just into the music,” Groene said.
While Panay is thrilled with Amazon’s slick-looking new Echo speakers and Kindle e-readers, he talks most proudly about an updated $40 4K Fire TV stick—an unglamorous peripheral that lets people stream programming on their television. That product has a new operating system with improved speed and performance “on the cheapest possible 4K device,” he said.
“In my heart, that’s a great product,” Panay said, “because so many can afford that and get an incredible experience.”
Still, making more premium hardware—something Panay calls the “signature” line—to generate higher profit margins, a la Apple, is also a major part of the goal. Amazon’s hardware division has long been seen as a loss leader—with the real money coming from subscriptions and purchases made through the Alexa voice assistant.
Panay disputes that view. While the overall division continues to lose money, some product lines are profitable, and others are heading in that direction, he said.
Panay also oversees Amazon’s efforts beyond Alexa and devices, including its push into satellite internet through Project Kuiper and autonomous vehicles with Zoox. The profit drive has been a priority for the group in recent years as Chief Executive Officer Andy Jassy seeks to cut costs and reform a unit that sometimes operated as a borderline research lab.
“My belief is that our job is to make devices the next big business at Amazon,” Panay said. To accomplish that—and continue building the organization—certain levers need to be pulled to make the business more successful, he said.
The revamped devices could help. Other than the Fire TV stick, most of the new Amazon-branded hardware has a higher price tag. The latest Echo Show 8, for instance, is $80 more than the current model. And the new color Kindle Scribe is the priciest Amazon e-reader by about $200. With those higher prices, you’re also getting a much better product, Panay said. But you’re not getting an overhaul built around high-end metals or the world’s priciest fabrics.
“The first transformation is just elevating those products to the next generation of what they should be,” Panay said. “It’s just the beginning of that.”
His department’s top leaders assemble every Thursday for confidential planning discussions, and they’ve created a road map for the next three years of products, Panay said. A key first step was releasing an AI-fueled version of Amazon’s voice assistant, Alexa+, a rollout that began in March. That set the stage for a device strategy: “Great products made even better through ambient AI,” Panay said.
Though Alexa+ can run on Amazon gadgets dating back more than five years, the latest hardware is the first to include the system already installed. The devices also have new features.
The updated Echo Show—a smart speaker with a screen—combines AI with sensors to know who just walked up to the device. It then immediately displays a person’s preferences and can serve up tailored podcasts or photos. The Kindle, meanwhile, can upload a user’s notes to help fulfill Alexa queries made on speakers.
While the company is now confident enough to include Alexa+ as the default option on its new devices, the rollout hasn’t been entirely smooth. Users have complained about slow deployment, broken compatibility with some appliances and the system misunderstanding commands. Still, Panay is all in.
“This is not an easy transition,” he said, given that hundreds of millions of people use the current version. Still, “an Alexa+ home is probably the most exciting home product that I’ve ever seen,” he said.
Amazon already has double-digit millions of users running the new Alexa, which costs either $20 per month or comes free with a Prime subscription, but the company is working at full speed to improve it, Panay said. “Everybody will want it and use it,” he said, adding that it will take time to resolve kinks across every use case.
Daniel Rausch, Panay’s lieutenant in charge of Alexa and Echo, said the results are already promising: The new interface boasts two to three times more usage than the old-school Alexa—for those who have it. (The regular Alexa still has hundreds of millions of users).
In a world where people are glued to their smartphones and computer displays, Panay wants to steer Amazon users in the other direction. That means creating AI devices that work in the background and require less screen time.
But plenty of other companies are chasing that dream, including Apple, Alphabet Inc.’s Google and Meta Platforms Inc. Even Panay’s predecessor, Dave Limp, had been exploring the idea at Amazon.
For Amazon to be a true contender in this market, the company will finally need to crack the code on mobile devices. A decade ago, it tried and failed with the Fire Phone—back when Panay was at Microsoft designing tablet-laptop hybrids. The company is working on future earbuds and smart glasses that tap into Alexa, but the real win will be something entirely new that’s portable and built around AI.
“There’s an entire paradigm shift of user interfaces that’s coming—I think the way people interact with their devices is being challenged,” Panay said. “I am a firm believer in ambient AI and being able to talk to something, have that conversation wherever, whenever, however you want to. I think it’ll take different form factors to accomplish that.”
To help, Amazon acquired a startup called Bee in August. That company developed a wristband that can record a person’s day and send the user a summary to a phone app. Though Amazon didn’t discuss the idea during its product unveiling Tuesday, it aims to eventually update the device and tie it into Alexa+.
To reshape Amazon’s hardware group, Panay has brought in collaborators from his Microsoft days, as well as veterans from Amazon itself. The team includes Aidan Marcuss, who worked on Windows until last year and now heads Amazon’s TV business, as well as J Allard, the co-inventor of Xbox who now leads a team focused on new form factors.
Ring creator Jamie Siminoff, meanwhile, returned earlier this year. Perhaps the most significant addition is the German-born Groene, who left his Microsoft role when Panay exited.
When Groene joined Amazon eight months ago, his first order of business was bringing all of the company’s designers—across hardware, software and user experience—under one roof. That created a structure similar to the way Apple develops its products.
Before the shift, design was implemented on a product-by-product basis by individual product managers. While this structure allowed for efficient product creation, there were silos that prevented teams from building on one another’s achievements, Groene said. It also yielded a slate of mostly utilitarian products that, aside from the Amazon smile logo, shared few common design traits.
Two other major changes: involving design from day one of the product process and making rapid prototyping a core part of development. Rausch, who has worked in Amazon’s devices division since 2009, said the biggest change is that sketch artists, prototypers, material scientists and engineers now work together from the start.
“Bringing it all together much sooner, iterating on the product much sooner, setting the bar higher much sooner lets you end up with something much more complete and just frankly better,” he said.
Amazon is launching its new products just weeks after Apple rolled out new iPhones—some of the company’s biggest updates in years—proving that this decades-old form factor is here to stay.
Meanwhile, Meta released new smart glasses with a display, showing that companies outside of Apple are eager and capable of introducing entirely new categories of devices.
OpenAI also looks to become a contender in mobile hardware, with ex-Apple designer Jony Ive working on a bevy of new AI-centric gadgets.
For Amazon to become a true leader in devices, it will need breakthroughs that go beyond its current lineup. It will also need to convince users that Alexa+ and its AI is worth paying for—lest they revert to or downgrade to the old version of Alexa. In any case, it will take years for the company’s strategy to take shape, Groene said.
“It’s really a journey,” he said. “In 12 months, you’ll see the story one step further, but it’s still not the full picture. It’ll take its time.”
2025 Bloomberg L.P. Distributed by Tribune Content Agency, LLC.
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