Amazon doing a RTOS is very serious They acquired the fine aged wine (FreeRTOS) and not Zephyr or MyNewt which are new - this matters because in embedded systems you want something that'll work 10 years later when you want to give an urgent security patch.
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The newer ones are of course not as battle tested as the older ones, even if they are fancier with a lot more tooling and more ambitious plans and partners and a more open ecosystem. It's fair to say that these things can be induced rather quickly(as opposed to years of maturity)
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Plus this is a great thing because Amazon with their Greengrass & Lambas was nowhere near the category of controllers you use with FreeRTOS. After AWS IoT (which is only a thin layer of devive shadows on top of good ol MQTT), their hands were tied.
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They can't add features like OTA updates (the first new feature coming to "Amazon FreeRTOS") unless they control both ends of the MQTT "pipeline". This also makes them more involved with the device manufacturers which is great because they have more cards up their sleeve.
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Enter "Works with Alexa" which is narrow in the context of AWS IoT services because it only makes sense for Smart Home IoT (and not Enterprise or Industrial IoT, which AWS has no qualms supporting) Works with Alexa is a relatively new certification program for connected devices
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It's similar in part to the HomeKit bit by Apple in that it gets you favourable positioning in Apple's store (in this case Amazons) plus a seal of approval. Important for consumers because we are direly lacking in standards in the IoT domain as a whole-Customers are getting weary
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We need stamps of approvals which are hard to get for a newbie from Crapstarter who is going to go belly up or worse ruin a perfectly awesome idea with bad business decisions (an extensible Pebble Time smartwatch is something that I'll be always sore about for not happening)
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I have no clue what this is going to mean long term, but I think it we are in the dawn of the age of monopolies in IoT with Apple and Amazon being the big bad wolves all companies will fall in line for. This will help the startups focus on core unique features while making
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The common-to-all-products components boring as they will be pushed as part of SDKs. This will also mean chip/module manufacturers will have to go the extra mile to ensure that their SDKs are tightly coupled with Amazons and Apples intentions and plans.
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I think there's a lot to do on that front especially because no one is a purely hardware player now. Least of all chip manufacturers. And that might feel like something familiar because of the way Linux community has evolved from TI and Intel and the likes.
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But this is completely different. Zephyr might have been an effort by the Linux foundation to create something similar, but I am going to bet on AWS/Amazon FreeRTOS solely because they are going to be solving pain points on the cloud front too.
Rant done 
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plumber,
app tweaker, frequent firmware-er l Infrequent streaming on