After Amazon’s first effort in the smartphone market came up short more than a decade ago, it appears the retail and technology giant is trying again, and with the help of a former Xbox boss.

Reuters reported that Amazon is working on a new phone, known inside the company as “Transformer,” and it will be AI-driven and meant to push people to Amazon’s products and services.

Amazon is said to be developing this phone via its “ZeroOne” unit, which sources said is a team with the goal of creating “breakthrough” products. J Allard, the former Xbox boss who helped created the original Xbox and the Zune music player at Microsoft, is leading the team.

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