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IMO, the Fire Phone was a last-ditch attempt by Amazon to stay relevant in the mid-premium market. It flopped, hard, and a year later Amazon had fully dumped it and their whole line of premium iPad-competing HDX tablets and reworked everything else to be budget-focused. The Fire Phone was a gamble that didn't pay off and Amazon realized they were stuck dominating the low-end of the mobile market and that couldn't include a smartphone with the expense of a cellular chip and licensing.
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