Jeff Bezos won't be able to judge the Fire Phone for "several iterations"

Amazon is on fire. Literally. The darling of Wall Street has not only had a mass scale fire sale of its ill-received Fire Phone, but its burning up cash in the process. Given the inordinate amount of money filtered into such a business prospect, it should come as no surprise that it’s also working on some more fuel for the Fire. Phones that is.

According to Recode, Jeff Bezos is hell-bent on continuing his beleaguered product. Interviewed at the Business Insider conference this past Tuesday in New York, Bezos was asked about his evaluation of the Fire phone, to which he replied that “it’s going to take several iterations… Ask me in some number of years.”

Truth be told, this shouldn’t come as a surprise to anyone. Amazon invested a lot of money into its flop of a phone, and even though the public didn’t respond positively, money spent is money lost, and thus it would be foolish to just throw it all away. The largest problem with the Fire Phone seemed to be related to its pricing and carrier exclusivity. If both of these issues were to be resolved in a future version, there is no reason it couldn’t catch on just as the Kindle has. Amazon could actually begin to make several variations of mobile phones, ranging from bare-basics to a super phone and target a large swatch of the customer patchwork.

If anything, people should try to respect Jeff Bezos for his tenacious commitment to his company. He has a vision, and won’t let anything get in the way of that dream.