Amazon is reportedly working on a new smartphone, codenamed "Transformer," in an effort to counterbalance Apple and Samsung's dominance in the market. The company's previous attempt at a smartphone, the Fire Phone, failed to live up to its legendary mantra of starting with the customer and working backwards. However, this new effort is seen as a sequel to that disastrous experience. The project is under ZeroOne, a year-old group within Amazon’s devices unit with a mandate to create “breakthrough” gadgets, headed by J Allard. The phone is envisioned as an AI-driven personalization device that could potentially bypass traditional app stores altogether. Despite this, the company has not commented on the project's timeline, and it could still be scrapped.