When Amazon announced the Ember Artline TV, it was keen to put the focus on the new matte finish and artwork that the TV would bring to people's lounges and living rooms. That's well and good, but, in some ways, the more important announcement was that when the TV arrived, it would also mark a massive branding change for Amazon.
That's right – Fire TVs aren't Fire TVs any more; or are they? Well, as it happens, now every TV that Amazon makes itself will be an Ember TV, drawing more of a clear line between 'a TV that Amazon makes that runs on Fire TV' as compared to 'the Fire TV ecosystem and software experience', if that makes sense. No more Fire TV Fire TVs, basically.
