GoKawiilAmazon's Panos Panay cites Microsoft Surface RT flop as lesson in resilience
Speaking at TechCrunch Disrupt in San Francisco, Amazon SVP of Devices Panos Panay told founders that failure is a necessary part of building successful products. He pointed to Microsoft's Surface RT tablet, which led to a nearly $1 billion write-down during his tenure there, as an example of a major failure he later learned from.
GoKawiil's interpretation of the reporting above, not reported fact.
Panay's remarks frame setbacks as a normal, even necessary, part of product development rather than something to avoid, which could resonate with startup founders facing their own early failures. His account also offers a rare executive reflection on one of Microsoft's most publicized hardware missteps and how it shaped later decisions, including at Amazon.
- Panay said failure signals that boundaries are being pushed, not that effort should stop.
- He cited Microsoft's Surface RT write-down of nearly $1 billion as his own experience with major failure.
- He urged founders to analyze root causes of failure while staying committed to their original vision.
Amazon Echo Show 8 — Since Panos Panay now leads Amazon's Devices and Alexa division, the Echo Show 8 is a great way to see the fruits of that team's work firsthand. It blends Alexa voice control with a vivid display, making it a solid hub for daily tasks and entertainment.
See Amazon Echo Show 8 on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: techcrunch.com — Aisha Malik, 2026-10-15
Published there as: “Amazon devices chief Panos Panay on the importance of failure and bouncing back from it”
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