Amazon’s Fire Phone was a disaster from day 1 and we and all the other tech outlets have reported on its numerous times. It is the disaster of 2014, and arguably in any industry. However, Amazon has enough clout to have another go, and that’s exactly what the company will do, although it will not launch a follow up in 2015.
Reports today suggest Amazon is going to go back to the drawing board and starting again to deliver a brand new device. The Fire Phone was a solid smartphone, but it lacked any kind of showbiz, so I hope Amazon delivers higher end thrills and a nice design next time out. The company makes its money from retail of course, so it can afford another chance in smartphones.
However, CEO Jeff Bezos is well aware that in terms of hardware the Amazon brand has been tarnished. The company knows that the consumer will not forget the Fire Phone easily, so the Amazon will use 2014 as a market cooling off period with the new smartphone coming in 2016 when the Fire Phone is hopefully a distant memory.
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