TechCrunch Industry News Amazon satellite network gets a rebrand and drops its affordability pitch; plus, a jury says Apple owes Masimo $634M
Nov 17, 2025
Amazon's satellite project has been rebranded to LEO, shifting focus from affordability to targeting commercial and home internet markets. The new promotional strategy emphasizes speed and reliability over previous commitments to low prices. Meanwhile, a federal jury ruled that Apple owes Masimo $634 million for patent infringement related to blood oxygen monitoring technology, impacting popular features like workout mode on the Apple Watch. This legal battle appears far from over, as Apple plans to appeal the decision.
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Kuiper Rebrand Signals Strategic Shift
- Amazon rebranded Project Kuiper to LEO and softened language about affordability and serving underserved communities.
- The shift emphasizes commercial, home, and enterprise use, positioning LEO to compete with Starlink.
Affordability Removed From New Messaging
- Archived Kuiper FAQs highlighted affordability repeatedly, but the new LEO FAQ drops explicit cost promises and affordability language.
- LEO's site now foregrounds reliability and enterprise features while rural use is treated as secondary.
Launch Video Frames Everyday Use
- Amazon released a flashy video for the name change showing everyday and commercial scenes like a kid doing homework and ambulance workers on a remote road.
- The company captioned the piece "new name, same mission," despite the messaging changes.