On Wednesday, Amazon officially debuted its new smartphone, the Fire Phone. Amazon CEO Jeff Bezos is already picking fights with the Apple and Samsung, claiming the Fire Phone takes better photos and, more importantly, has unlimited cloud storage. Fire Phone’s ties with Amazon Prime’s music and video streaming were also emphasized, as well as its anti-tangle headphones. Central to the Fire Phone’s launch presentation was the Firefly feature, a tool that uses “semantic boosting” to recognize anything it hears or sees. Amazon’s Fire Phone is entering a market with stiff comeptition and comes a full seven years after Apple unveiled the iPhone.