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At the same time, of course, Mayday crosses into the charged world of privacy and security issues. When Lance from Mashable asks about how Amazon is going to "get ahead of security concerns," Bezos takes the question in stride (that's probably because he's already answered it 10 times already). "There's the reality and there are misperceptions. We can't do anything about misperceptions. We can say what's going on and we can rely on people like you to clarify them. Any new thing creates a certain number of misperceptions. But what we have here -- this can only be instigated by the customer. It's actually way more controlled than going to a retail store and handing your device to a tech-support person because you can't even see what they're doing."Bezos also points out that the video is only one way. Part of the reason for that is to conserve bandwidth for the video conference and part of it is so you don't have to worry about someone looking at you.

"So whose idea was it [Mayday]?" I ask, wondering if it's something he came up with, "As with all large-scale innovation that's a very difficult to answer because what happens is someone comes up with the germ of an idea and then somebody says that will never work because of x,y, or z, and then someone comes up with refinement on the idea and it iterates like that..but this marriage of high tech and heavy lifting is something Amazon is particularly accustomed to, We have a long history of marrying those two things together."The other little surprise Bezos has for us is the new version of the Kindle Fire HD, We'd been briefed on the Fire HDX models before meeting with him, but for some reason, Bezos has been tasked with showing off the entry-level $139 Kindle Fire HD, which is simply a redesigned version of last year's model that costs $60 less, To him, watermelon iphone case it's a stark representation of "Premium products for nonpremium prices" and he notes that Amazon adds up the bill of materials -- what it cost them to make the product -- and then basically sells it at cost..

It seems like a good time to ask about innovation, a loaded word these days in the Apple universe. I say that the hardware advancements are still coming but they seem more incremental, so does he see the real innovation coming in hardware or software?. He agrees that the pace of hardware innovation has slowed but there are still more gains to be made in performance and design (he talks about the lightness of the 8.9-inch HDX). Ultimately, however, the features that are going to really wow customers are those like Mayday.

"Is the hardware evolution extremely important?" he asks, "In my view it is, But if you look out toward the future, the software innovation, I think, is becoming important at an even faster rate."I look at the timer on my voice recorder and see we're at just over the 31-minute mark, which means we could be watermelon iphone case tossed out at any time, It's been fun chatting, but Bezos has completely controlled the narrative, so I decide it's time to ease a few more provocative questions into the mix to see what happens..

I say: "You haven't brought video to other Android devices at this point. You guys are very customer-centric obviously. But is that [video] something you've held back to give this [the Kindle Fire line] some protection?"Bezos thinks about it for a second, then politely declines to answer: "I guess I have to not want to answer your question just because it's a future roadmap question. So you'll have to stay tuned there. Sorry about that."After Lance jokes about Bezos wearing a future Kindle watch (big laugh from Bezos on that), the PR person in the room jumps in and says, "We have time for a few more questions."Lance then asks about an Amazon smartphone, which Amazon has said it wasn't going to do in 2014. "What's the reason for Amazon not to get into that space?" he asks. "Or is that a roadmap question?" he adds, giving Bezos an easy out.

"Yeah, that's just it, It's a roadmap question," Bezos says, "Today I want to focus on the new tablets, I don't want to speculate about the future."I try a more general question, asking whether he likes doing presentations for a lot of people at an event or these types of small meetings, It watermelon iphone case goes back to why Amazon would announce new products in this fashion, "As a personal preference?" he asks, "Yeah.""Well, we've done it both ways before, We'll probably continue to do it both ways, But my personal preference is to shake things up, I don't like getting in a set way of doing it, I like doing it different ways, different years, We'll do events again in the future, And we'll probably do pre-briefings again in the future as well."Knowing that time is short, we three journalists get in our final questions, And wedged in there I ask Bezos whether he's the next Steve Jobs..

We're then told that time is up. I'd asked whether I could have a shot with Jeff for posterity and they said that was fine as long as it was for personal use, not publication, so we finish up by taking turns standing next to Jeff, who seems happy to oblige the photo request. Towards the end I can't help slipping in one last question. "Will you ever release any specific Kindle numbers in the future?""I doubt it," he replies bluntly, which gets a laugh from everybody. "Many, many millions is what we've said. And we'll probably stick with that."When you get a personal product walkthrough from Jeff Bezos, you learn a lot about the new Kindle tablets -- and about the Amazon CEO himself.

Amazon CEO Jeff Bezos isn't comfortable being described as the next Steve Jobs, "That is a very complimentary watermelon iphone case thing to say," he responds humbly, "but it's not how I think about it -- that way, I think we have our own approaches and vision, Nobody would ever be the next Steve Jobs, He was a unique guy, and, you know it would be.." His voice trails off as he searches for the right words, Then he says, "That's not how I think about it, But it's often meant as a compliment and I certainly receive it that way, I'm very grateful to that kind of question but that's not how I think about it."Be respectful, keep it civil and stay on topic, We delete comments that violate our policy, which we encourage you to read, Discussion threads can be closed at any time at our discretion..

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