Perhaps you’ll like this one better ...
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User interface – bad
This is really where it all goes massively wrong for Amazon. The user interface on the Fire Phone, like the Fire Tablets, is a bloody mess. This is a real problem, because if people are put off by how the phone behaves you’ll never sell any. Apple’s iPhone is popular because everyone who picks one up can cope with the interface. I’m a seasoned tech journalist, and the Fire Phone UI makes very little sense to me.
The main issue is that the home screen is always changing. It’s based on the actions you’ve most recently taken. So use Firefly to look up a product and the logo is presented first on your home screen. But if you follow a link from Firefly to Amazon’s website, then the first icon on the set is trying to get you to “shop Amazon”. What Amazon perhaps needs to understand about the user interface is that just because someone just did something, doesn’t mean they will then want to do it again right after. This is what prioritising “last used” does, and it doesn’t work as a design concept.
One of the big problems with any OS is finding things. I have this with Android all the time, for example, I’ll be looking for an app but won’t be able to find the app for the sea of other similar icons. Amazon makes this worse by changing the main screen, and hiding your apps in a tray.
But the UI gets worse when you attempt to change the phone’s settings. Head into the menus and everything changes from the Amazon black look, to an all-white style. There’s a drop shadow too. Drop shadows were last valid in design in the 90s, and even then the whole thing was questionable. But it’s ugly here, and jars against the more modern, darker UI.