Smart home
Amazon Plans to Introduce Premium Tier of AI-Powered Alexa Gadgets
The introduction of tonier hardware, which will coexist with lower- and mid-priced products, is a bid to give consumers more choice while generating new excitement for an Alexa franchise that has lost luster in recent years.
Panay is pledging to reengineer Amazon’s hardware, from the gadgets’ silicon guts to the design and materials. Whether they fall into the “entry, core or signature” tier, he said, they’ll get the same care and attention. The speakers will sound better, battery life will improve, and the devices will boast the best security available, Panay said.
“I want perfection in every single product that we ship — period,” he told Bloomberg News, while providing few specifics. “There won’t be a corner cut. It won’t matter if we tried it before. It won’t matter what you thought it used to be.”
The voice assistant’s new AI operating system — Alexa+ — will sit at the center of the ecosystem. Thanks to coming “edge-processing” chip upgrades, the devices will eventually be able to handle more AI crunching themselves. That approach, mirroring Apple Inc.’s, could speed up response time and boost privacy.
The ultimate aim is to facilitate new and more helpful experiences as users move from one gadget to another. “We’re envisioning what’s the next thing for a customer when it comes to AI devices and we have some incredible ones” in development, Panay said.
The decision to add premium gadgetry to the lineup echoes the strategy Panay employed while running Microsoft Corp.’s hardware division. It’s something of a departure for Amazon. Though the company has previously offered some higher-end hardware, including the Echo Studio speaker and Kindle Scribe reader-notebook combo, Amazon is better known for sub-$50 television sticks and plug-in smart speakers.
It’s an audacious vision and will be tough to execute amid economic uncertainty and with a team that once had almost unlimited budgets but has since suffered waves of job cuts.
Surface Launch
Amazon poached Panay about 18 months ago from Microsoft, where he helped launch the Surface, a tablet with a detachable keyboard that was designed to compete with Apple’s iPad. The first take flopped, but subsequent versions gained traction and spawned a line of laptops, tablets and an all-in-one desktop PC.
Panay became a rare pitchman at a famously nerdy company, donning a hip wardrobe to wax poetic about a laptop’s aluminum sheen or the smooth hinge action of a computer stand. By the time Amazon lured Panay away, the Surface lineup featured plenty of well-reviewed, high-end hardware.
The question now is whether he can help create similar magic at Amazon.
While the company has sold millions of Alexa devices since the voice assistant’s 2014 debut, many people use them as timers or trivia finders. Besides winnowing the hardware team as part of a companywide cost-cutting effort, Chief Executive Officer Andy Jassy has killed several key gadgets, including a fitness-tracking wristband and a video-chat device for kids.
Still, Jassy & Co. see Alexa as a way to attract more Prime members, who will get the new Alexa+ service as part of a $139 annual subscription that also includes free shipping and video streaming.
It’s not yet clear how well the rebooted voice assistant will fare against ChatGPT and other AI bots, but Panay says the new software will give all the devices in the Alexa+ ecosystem an “IQ bump,” even gadgets that debuted a half-decade ago.
Previously Amazon had a tendency to flood the market with Alexa-powered devices, from microwave ovens to finger rings. Panay aims to be a lot more selective. “Ultimately Alexa+ is going to open up a host of new products and experiences,” he said, adding that his team would identify “the ones that matter most.”
AR Glasses
Panay hinted that augmented reality glasses and new wrist-worn devices could be part of the lineup. And while Amazon’s home robot Astro hasn’t sold well, he doesn’t rule out doing more on that front — but only if he’s sure a bot would give customers more reasons to use Alexa.
“At the end of the day, that’s what matters,” he said. “And if a robot is part of that, then I’ll make sure we have a great robot.”
For years, the lack of a smartphone has loomed as a serious limitation for Amazon. The company’s Fire phone famously flopped a decade ago. Panay said he currently has no plans to develop a new handset but didn’t rule out doing so. “It would be foolish of me to not step back and look at how the world’s changing in front of us,” he said. “You always have to evaluate.”
He acknowledged that Amazon needs gadgets that can be untethered from the home or office. The company’s current entrants, developed before Panay’s arrival, are basically me-too devices: Echo Frames, a camera-free take on the smart Ray-Bans from Meta Platforms Inc., and Echo Buds, a slower-selling version of Apple AirPods. Hardware upgrades and an Alexa+ infusion are coming, he said.
Panay will unveil the first products he has overseen in the fall, but owing to development timelines, supply-chain constraints and other challenges, it will take time to put his stamp on the full product lineup. Still, he insists that Amazon will get there.
“The patience and investment are unmatched,” Panay says.
© 2025 Bloomberg LP
(This story has not been edited by NDTV staff and is auto-generated from a syndicated feed.)
During the briefing, I got a chance to check out the 65-inch variant of the X Pro QLED TV. Its design remains the same as before. It still features the same skinny metal bezel that surrounds the massive display. Apart from the 43-inch and 55-inch options, I was told that the TV will also be launched in a smaller 32-inch variant. The smaller display means that it will be offered at an even lower price point, which will make the QLED TV more accessible than it already is.
The design of the 2025 models are similar to the previous one
Photo Credit: Xiaomi
There’s a new remote. It has rounded sides, which makes it more comfortable to hold. It is also a lot taller than the previous one. Xiaomi has added a number pad to it and gets new RGYB buttons at the bottom.
The TV’s slim design is now accompanied by better-sounding, built-in box speakers. Xiaomi has considered feedback on the previous series and enhanced the TV’s audio delivery. The brand claims that these deliver better sound compared to the previous models, but in terms of wattage, the 43-inch model remains the same as before, which is 30W on paper. The 55-inch and 65-inch models get a slight boost at 34W.
The audio quality was sufficiently loud, clear, and immersive during my short experiential session. Indeed, it seemed as if it did not need an optional sound bar. But again, I was listening to and viewing a movie in a very controlled, studio-like environment.
The panels have changed… well, kind of. The displays that generally operate at 60Hz can now, thanks to DLG technology (Dual line gate), double their refresh rate when required. Xiaomi claims it is useful when watching sports (with enhanced motion) or when connected to a console to play games that support high refresh rates. Xiaomi offers 4K 120Hz panels on all three models. However, do keep in mind that DLG does reduce the resolution of the panel when aiming to deliver a faster frame-rate.
The new remote gets a number pad among other add-ons
Photo Credit: Xiaomi
The main attraction of Xiaomi’s X Pro QLED series this year is the Filmmaker Mode or FMM. Xiaomi claims that it is supposed to show any content (except for gaming content) from any source (Blu-ray discs, streaming, or broadcast) the way it was intended by the filmmaker. FMM also corrects the aspect ratios and frame rates, preventing any artificial enhancements from ruining the movie.
While it sounds fancy, it is basically a picture mode which turns off all the unnecessary alterations like frame insertion (motion-enhancing MEMC), sharpening or colour boosting that happens in the standard or other picture modes provided by the TV. The result is content that appears natural and untouched, as it was intended to appear whether you are watching standard definition content or HDR content. The mode can be activated either manually (in picture settings) or is automatically triggered by the metadata in the content being viewed.
During my short demo, the Dolby Vision Filmmaker mode in the new X Pro series did make the colours appear natural in this mode, with lesser sharpening and the motion enhancing (or motion interpolation) turned off.
In terms of software, Xiaomi’s PatchWall continues to exist. PatchWall and the underlying Android TV worked as intended during the demo. However, smart TVs (especially the affordable ones) are known to lag once they begin to age. With no hardware upgrades compared to the previous models, I am a bit sceptical about how well the new X Pro will age.
The port selection too remains the same as on previous models
Photo Credit: Xiaomi
The Smart TV experience is powered by a quad-core Cortex A55 CPU and a Mali G52 GPU. There’s 2GB of RAM and 32GB of storage, all of which is identical to what you get on the previous model. The port selection also remains the same as before. There are two USB 2.0 ports, one ethernet port, an AV port, three HDMI ports (one with eARC), an earphone jack and a port for the antenna.
We will be testing out the Xiaomi X Pro QLED series thoroughly in our review. With price tags starting from as low as Rs. 31,999 these TVs, given their QLED panels, do seem feature-packed but do check out our detailed review before you take the leap.
Xiaomi QLED TV X Pro Series Price in India, Availability
Price of the Xiaomi QLED TV X Pro smart TV series starts at Rs. 31,999 for the base model with a 43-inch screen. The 55-inch variant is priced at Rs. 44,999, while the 65-inch version is priced at Rs. 64,999. The new series will go on sale starting April 16 through Flipkart, Mi.com, and Xiaomi retail stores.
During the launch event, the brand also confirmed that a new Xiaomi QLED TV A Pro 32-inch variant will be available in May. Pricing details for the 32-inch TV will be revealed at a later date.
Xiaomi QLED TV X Pro Specifications
The Xiaomi QLED TV X Pro series is offered in 43-inch, 55-inch, and 65-inch displays with 4K (2,160×3,840 pixels) resolution and a 178-degree viewing angle. The display supports Dolby Vision, HDR10+, and offer up to 120Hz refresh rate. They use Xiaomi’s propriety Vivid Picture Engine 2 technology and DLG (Dual Line Gate) technology.
The 43-inch model has a 30W speaker unit, whereas the 55-inch and 65-inch variants have a speaker unit with 34W audio output. They support Xiaomi Sound, Dolby Audio, DTS:X and DTS Virtual: X technology. The Xiaomi QLED TV X Pro models run on Quad Core A55 chip alongside Mali-G52 MC1 GPU. They pack 2GB of RAM and 32GB of onboard storage. They come with a MagiQ feature that is claimed to deliver vibrant, true-to-life colours. Xiaomi has also included a Filmmaker mode.
Xiaomi QLED TV X Pro series runs on Google TV with Xiaomi’s own Patchwall UI. The series has Bluetooth and dual-band Wi-Fi connectivity. All three models feature Xiaomi TV+, a platform that provides free access to live channels. They support Apple AirPlay 2, and there is inbuilt Google Chromecast and Miracast. They have an inbuilt Google Voice Assistant that lets users navigate the TV with voice commands. They offer a Kids Mode feature with a parental lock.
The new Xiaomi QLED TV X Pro series ships with a remote with a numerical keypad. It has features such as Quick Wake and Quick Settings. The TVs include three HDMI ports with support for eARC, two USB 2.0 ports, an Ethernet port, an AV connector, Antenna input, and a 3.5mm headphone jack. The 65-inch variant measures 1445 x75 x833, while the 55-inch and 45-inch models measure 1226 x76 x711mm and 57x72x563mm (without stand), respectively.
Air India Integrates Apple AirTag
If the baggage containing the AirTag does not arrive at the destination, guests can report it at Air India’s Baggage Counter at the airport, as per the airline. The staff will assist them in filing a Property Irregularity Report (PIR). They will then be required to generate the Share Item Location link in the Find My app on their Apple device such as an iPhone, iPad, and Mac, and share the location link with the airline along with the PIR number via Air India’s mobile app or website. This can be done in two ways:
- Air India Mobile App – On the mobile app, guests are required to navigate to the ‘Customer Support Portal’ on the app and choose ‘Baggage’. Then, select ‘Lost and Found Check-in Baggage’ and provide the AirTag link there.
- Air India Website – Visit the ‘Lost and Found Check-in Baggage’ in the Customer Support Portal page and provide the ‘Share Item Location’ link for their Apple AirTag along with PIR number.
Following the submission of the required information, guests will receive an acknowledgment email from the airline with a link to check baggage status. Air India’s authorised teams will use the shared AirTag link to locate the baggage if it is still within airport premises. The feature requires an Apple device running on iOS 18.2, iPadOS 18.2, or macOS 15.2 or later.
Air India says this feature builds upon other baggage tracking facilities it offers to guests. They can source real-time information available from airports. Customers can add their flight to the My Trips section on the Air India app and be automatically informed once the bags are checked in. They may also scan the barcode on their baggage receipts to initiate tracking.
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