The Real Story Behind Jeff Bezos's Fire Phone Debacle And What It Means For Amazon's Future | Fast Company | Business + Innovation

Excerpt from an extensive Fire Phone disaster review

"What makes the Fire Phone a particularly troubling adventure, however, is that Amazon’s CEO seemingly lost track of the essential driver of his company’s brand. It’s understandable that Bezos would want to give Amazon a premium shine, but to focus on a high-end product, instead of the kind of service that has always distinguished the company, proved misguided. "We can’t compete head to head with Apple," says a high-level source at Lab126. "There is a branding issue: Apple is premium, while our customers want a great product at a great price.""

The Real Story Behind Jeff Bezos's Fire Phone Debacle And What It Means For Amazon's Future | Fast Company | Business + Innovation