Amazon Fire Phone

Fire Phone

All of Amazon’s big ideas are in software, in the way the phone works rather than how it looks. But before we get to all that, it’s worth just considering this distinctly Amazonian device simply as a phone.

Its a study in ruthless efficiency, without regard for anything so immeasurably subjective as "beauty." Its a dense black slab, a beveled rectangle with glass panels connected by plastic sides whose edges curl ever so slightly beyond the front and back, creating a tiny lip that my fingers cant help but constantly rub against. It gives the impression in my hand that the Fire Phone was well-conceived but never quite perfected.

The five (yes, five) cameras that peer out from the phones front panel are nakedly shown, and they just feel out of place, like exposed screws in luxury furniture. Yet theyre the only distinctive thing about the Fire Phone; no one Ive shown it to even recognized the device until they saw the Amazon logo etched into the back.

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