While Amazon was announcing an iPhone app for the Kindle Wednesday morning, CFO Tom Szkutak was giving a presentation at the Morgan Stanley Technology Conference, where the company’s digital initiatives drew lots of attention. But despite persistent questioning, Szkutak refused to bite when a Morgan Stanley analyst predicted that Amazon will sell one million Kindles by Thanksgiving. Szkutak merely repeated that it's Amazon’s longstanding policy not to disclose figures it believes provide it with a competitive advantage. He said the iPhone app “will make a great companion” to the Kindle.

Asked whether he was worried about the slowdown in growth in Amazon’s traditional media business in the fourth quarter, Szkutak said sales of physical media “is still a strong business,” adding that Amazon will continue to work to make sure it can deliver products in the format its customers want.