Bezos on the Fire phone: 'Stay tuned'
However one interprets what Amazon is doing with its marketing and web promotion of the Fire phone, there's little doubt that the company plans to keep innovating with the smartphone, regardless of sales volumes.
When the Fire phone was first announced in June, Amazon CEO Jeff Bezos talked about its position in the larger Amazon ecosystem. One of the device's significant innovations, the Firefly button, allows quick connections to Amazon's web pages where purchases can be made.
Just this week, Bezos told Business Insider that it's too early to call the Fire phone a failure. "Some of these things take iterations," he said. "With the phone, I just ask you to stay tuned ... It's going to take many iterations."
Gold had another take. "The Fire phone was targeted squarely at the Amazon faithful, those who are regular Amazon customers and who have Prime and other services," he said. "It's not meant to be a general replacement or competitor to generic Android phones. So many of the customer reviews that slammed Fire phone for not being able to compete head-to-head with other Amazon devices are being unfair. Use it for what it is meant to be and it's not that bad a device."
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