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This isn't 2007, though. They were competing against 3 established brands and offering a more restricted product with no differentiators.

Microsoft is having enough problems convincing people that a 3rd place app store is worth developing for, how was Amazon supposed to get in?

I think your rough list is... Apple Google Microsoft (in terms of how lucrative developing for a given platform seems).

I like how Blackberry is considered 'effectively dead'; I've felt the same way since they failed to react to the iPhone.

By making it very easy to port Android apps and having lower fees.