Fanfare doesn’t translate into success as easily as Apple makes it seem. Amazon’s Fire phone sparked a cacophony of chatter and great interest when it launched, especially around its innovative features like 3D display. With the company now temporarily (at least) suspending the Fire phone, the question remains was it a lack of execution, or was there too little desire for the features?
But until Amazon revamps the Fire (or makes good on its rumored promise of a 3D tablet) it won’t be clear whether there’s a market for the 3D device. Because the execution on the first iteration wasn’t strong enough to make that determination, according to users. Amazon has been generally very good at its hardware forays. The Kindle is a world-beater and Echo clearly has its loyal fans, not to mention a chance to dominate the cloud-connected wireless voice-recognition business. These products executed on their promises, and so Amazon knew the market existed. The Fire phone might have a huge market waiting for its unique feature set, too — it just has to deliver them to find out. Something tells us the Fire is a long way from finished. Being the device in people’s pockets is just too important.