When Amazon announced the Ember Artline, its first foray into the extremely on-trend world of art TVs, it fairly obviously looked like it was pushing the boat out. After all, while it's been making Fire TVs for a while now, most of them haven't had a specific USP other than generally good value to offer.
Now, though, it's brought the Ember Artline out in the UK and EU, a little while after it arrived in the US, and the TV's arrival also ushers in a bit of a new branding era. All of its actual TVs are no longer Fire TVs – they're Ember TVs, with the Fire TV OS pre-loaded on them. That should make things a little simpler for people to understand, and being able to write "Ember Artline" without worrying about the "Fire TV" bit certainly is a small relief.
