but rob endlerle says amazon could be --- if the product takes off... it could pose a bigger threat to apple. "there's no certainty that this is going to be successful, but yes, if it is succesful...this coupled with the other initiatives amazon is driving makes them more of a google- like threat to apple than they've ever been before." enderle adds the new amazon box is also giving netflix a run for its money. amazon shares ticked down a dollar yesterday. some ups and downs for "whatsapp." the popular messaging service -- recently acquired by facebook -- set a record by handling 64 billion messages on wednesday. facebook shares initially jumped 2% but fell back to gain just a dime as what's app was hit by its second major outage since being bought by facebook. the company apologized to users. the newly-public rubicon project jumped on its first day of trading. rubicon, which sells digital ad services, priced at $15, the low end of its range. rubicon closed up 33 percent at at just over $20 on wednesday. this week - friday brings grubhub, which plans to