[liricooli]

I don't think this perspective is correct regarding to the current different business models these companies have.

Apple: We sell an experience of software and hardware. Google: We sell ads, based on data we gather from our users. Amazon: We sell commodities\services as close as possible to the marginal utility, so we're very competitive.

Altough each of these tech giants are competing, each has quite a different strategy.

As for the Fire phone, I think that Amazon realized that they could deliver an excellent shopping experience from the mobile phone. This would enable massive future growth: Think about going home in the train and buying groceries instead of driving to your nearest Wallmart.