“Amazon’s Fire Phone is here: CEO Jeff Bezos unveiled the company’s first smartphone at an event today in Seattle,” Dan Frommer writes for Quartz. “Details are still rolling in, but Bezos has already made one thing clear: This is a shopping device.

“The most interesting feature so far is called Firefly: An image recognition app that can supposedly detect and identify more than 100 million items, ranging from physical products on sale at Amazon—Bezos demonstrated the feature with a Nutella jar, among other products—to songs and phone numbers,” Frommer writes. “The phone has a dedicated Firefly button on its side, meaning that the feature—and your credit card—is always only a tap away.”

MacDailyNews Take: When the most interesting feature is one that Apple’s iPhone has had for quite some time, you’ve got one very uninteresting device.

Read more in the full article here.

MacDailyNews Take: That Bezos feels he needs to dangle a free year of Amazon Prime (a US$99 value!!!) in order to rope in Misfire Phone™ suckers is a sign of desperation from the outset.

[Thanks to MacDailyNews Readers “Chris Renaldi” and “Dude” for the heads up.]

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