"If you start at the low-end, it's very difficult to go up to the high-end. If you start at the high-end, it's not hard to bring out lower-end versions" to appeal to consumers across the economic spectrum.
"It shows you that the two are not mutually exclusive," says Mossberg. "Building in features that make it easier for you to buy stuff from Amazon, whether it's diapers or digital TV shows with a different way of navigating the phone." That "may combine to give them a shot at muscling in to what is really a duopoly now between Samsung and Apple."
What does Amazon think about the iPhone?
Shortly after Amazon unveiled its new device, a customer asked Bezos to sign an iPhone, according to GeekWire. After pausing for a moment, Bezos jotted, "Upgrade time?"
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