"When you take an Android device out of the box, you have to sign up to nine accounts with different vendors to get the experience iOS comes with, " he said.

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Even if a Kindle Fire owner never uses the device to buy something from Amazon.com, the e-commerce giant could still take a bite out of Wal-Mart with its new device.

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It will probably take it two years to come out with a drug-coated device, leaving the field to only two players.

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