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The BlackBerry 10 will have full access to the Amazon Appstore beginning this fall, allowing users to download applications and games designed for Android, as well as music and video.
The BlackBerry 10 will have full access to the Amazon Appstore beginning this fall, allowing users to download applications and games designed for Android, as well as music and video.
(ROBERT GALBRAITH/REUTERS)

Can Amazon hookup light a fire under BlackBerry?

The reality of the smartphone business is that your device is only as good as the apps that run on it. BlackBerry Ltd. was very late coming to this realization – at the cost of its once-dominant market share. The company’s new partnership deal with Amazon.com Inc. will deliver a high-speed upgrade to one of BlackBerry’s most glaring deficiencies – but like with practically everything the Canadian mobile-device maker does, the question is whether it’s too late.