It's probably been enough time to share a few nuggets. AMPLIFi was supposed to be a
very different product—more of a casual living room playing experience with a battery-powered wedge-shaped soundbar-type enclosure, and a wireless transmitter that docked into the speaker, perfectly flush (with a little area underneath for picks we called the "Pick Pocket.") The app was going to grow as the line did with all sorts of value-added tools like timestretching/pitchshifting for jam tracks (a la JM-4), TABs, and other things that Positive Grid have since added to Spark.
Years before Yamaha acquired Line 6, another large MI company was considering acquiring us, in part because of AMPLIFi's ambitious goals. One of their executives went back and said "Holy hell, Line 6 is working on this box that's going to change the world. We need to be a part of this."
But then one day the PM came into my office and told me the cost was creeping up too high so we needed to lose battery power: "Noo!" Then a while later he came in and said we also had to lose wireless audio: "Noooo!!!"
Years later, Spider V would be the first amp with a wireless receiver built in. Then a while later he came in and said "With no battery power or wireless it makes more sense to change the form factor to more of a traditional amp thing": "NOOOOO!" Then he came in and said "We need a less expensive DSP so we need to switch to XT amps instead of HD." "
GAAAHHHH!!!!" Then Marketing decided to tease it as "The Guitar Amp, Reinvented," which, had AMPLIFi been the original design,
might have been appropriate. However, professionals interpreted that tagline as us teasing a new flagship amp like Vetta and clowned us upon announcement. Then it turned out the Bluetooth performance wasn't as good as we thought it would be. It was a perfect storm of bad decisions and bad luck.
But surely we could still figure out a way to eventually get there as parts prices went down, right? Well, the whole sordid thing left a bad taste in a lot of Line 6ers mouths so any time Products would pitch a similar type of box or experience ("No, seriously, if we do this right it'll be a hit"), it'd get shot down fairly quickly. So... Positive Grid did it right instead and are now wildly successful; good for them.
Line 6 has a long history of innovative firsts, and sometimes we realize them to their fruition. But other times we'll show up too early to the party and drop the ball, only for a smart competitor to read between the lines and pick it up. AMPLIFi was the very first guitar product with mobile wireless editing, wireless streaming audio, crowd-sourced content, and more, but I'm the only one left at Line 6 who understood the initial vision of the product—that is, what it was supposed to be and eventually grow into—and yes, the whole thing is sad.
But it made us double our efforts on Helix/HX, so it wasn't all bad.