The newborn "Kindle family", as Bezos described Amazon's newborn handhelds at the NY advise event.

When Jeff Bezos strode onto the back-lit initiate at this morning's Amazon advise schmooze in New York, the concentrated multitude of school and media journalists whispered themselves into a frenzy. Amid applause, digit communicator could be heard saying: "It's not jeans and a black turtleneck!"

It was, though, jeans and a black blazer, a alteration on the well-known initiate homogenous of man school mogul Steve Jobs. The similarity belike wasn't intentional, but if Bezos was hunting to steer the Apple co-founder, he needn't hit discomposed intermixture same him. His amend action introducing Amazon's new Kindle e-readers, Kindle Fire paper and Amazon Silk application positions him as Jobs' recipient apparent: the incoming CEO-as-symbol.

Bezos spent nearly just digit distance delivering his address, a carefully-crafted pean to the epoch of the volume and the $400 tablet. In the practice of tone officer Jobs, the Amazon originator utilised a "wait, we're not finished yet" tactic, introducing newborn products and technologies in sequence, ownership attendees on edge. Like Jobs, he paced advisedly patch retentive apiece creation up to the audience. He repeated key phrases and peppered his style with memorable one-liners. "In cost of mart share, Amazon is dope and there isn't ease a Pepsi," he said.

Bezos took a frolicky effort at his rival, noting that Amazon's newborn devices would ingest wireless 'Whispersync' technology. Syncing "should actually work", said Bezos, as a super ikon of Apple's albescent USB connector flashed on a motion behindhand him. Cue laughter.

Syncing "should work", said Bezos, displaying Apple's USB cable.

The Amazon CEO was whisked soured initiate before some conference members had a quantity to communicate questions.  Bezos ease doesn't hit a kinship with the advise or, indeed, his customers. He's intensely clannish and rarely grants interviews. Where Jobs prefabricated modify his scrutiny issues public, Bezos keeps incommunicative most his investments right of Amazon, same his secretive Blue Origin expanse project. For instance, when an pilotless herb exploded mid-air in a past effort flight, he blogged most the incident — but exclusive after pressure from media outlets including Forbes.

One field where Bezos resoundingly beatniks Jobs: the Forbes 400. The Amazon billionaire saw his fortune acquire by $6.5 billion since 2010, swing him unwaveringly in the crowning 20 of America's richest. Jobs' riches lapse slightly this year. August should hit been a undefeated period for the Apple co-founder as the consort shortly lidded ExxonMobil as the most priceless U.S. corporation. But after that period he hopeless as CEO to effort cancer.

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