Amazon is flooding the hardware gaps between Apple, Microsoft, and Google

Vjeran Pavic / The Verge

Today is Microsoft’s big day, as you no doubt have surmised from everything I’ve been writing about. Charlie Warzel at The New York Times wrote last month that he hoped these sorts of keynotes would become a thing of the past. I’m absolutely not going to defend all of the pomp and hype, but I do think these things are worth paying attention to.

I want to talk through a specific example of a tech keynote being instructive: Amazon’s big 80-product extravaganza last week. Amazon was communicating something important about itself by cramming so much into such a small space.

Every company only gets a certain number of opportunities to say, “Pay attention to us right now. We have something to say and it’s going to take an hour.” What Apple…

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