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Amazon Kindle Fire   (Source: Bloomberg)
Amazon's tablet undercuts the 16GB iPad 2 Wi-Fi by $300

Amazon's entry into the growing tablet sector has been one of the worst kept secrets in the tablet industry. Amazon has already stormed the e-reader market with its line of Kindle devices, so delivering the company's expansive multimedia platform to a more versatile platform seemed like a given.

After a pretty expansive leak earlier this month, Amazon is officially taking the wraps of its Android-based Kindle Fire today. Fortunately, Bloomberg jumped the gun a bit early and revealed that the Kindle Fire indeed will feature a 7" IPS display (1024 x 600), and it checks in at a low $199 (you can pre-order today, but your Kindle won't ship until November 15), which undercuts Apple's entry-level iPad by $300. 

To reach that price point, the Kindle Fire forgoes 3G access, a microphone, and the usual bevy of cameras that come on today's tablets. However, the Kindle Fire does include Wi-Fi (802.11n) and a free 30-day trial of Amazon Prime (an Amazon Prime membership normally runs $79/year). 

The Kindle Fire weighs 14.6 ounces and features a dual-core processor. Amazon says that the Kindle Fire provides up to 8 hours of continuous reading or 7.5 hours of video playback (Wi-Fi disabled). The devices fully recharges within 4 hours via its USB 2.0 port.

While the Kindle Fire has 8GB of internal storage, apps from the Amazon Appstore, music, magazines, and Kindle Books will all be stored on Amazon's Cloud Drive service which makes having a large amount of onboard storage unnecessary.

"Kindle Fire brings together all of the things we've been working on at Amazon for over 15 years into a single, fully-integrated service for customers," said Amazon CEO Jeff Bezos. "With Kindle Fire, you have instant access to all the content, free storage in the Amazon Cloud, the convenience of Amazon Whispersync, our revolutionary cloud-accelerated web browser, the speed and power of a state-of-the-art dual-core processor, a vibrant touch display with 16 million colors in high resolution, and a light 14.6 ounce design that's easy to hold with one hand - all for only $199. We're offering premium products, and we're doing it at non-premium prices."

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By Smilin on 9/28/2011 10:48:58 AM , Rating: 3
Buying one. About this consumer:

I've been holding out for a tablet with a full (not phone) OS. Nothing compelling really Win7 side but Win8 is looking good.

I wouldn't mind a "device" tablet in the meantime but I'm just not going to pay some 500 bucks for something so limited. I will though pay 100-200. I missed out on the HP firesale and had resigned myself to waiting for Win8.

If Apple can match the price on this I'll get an iPad. Otherwise I'm snagging one.

RE: Sold!
By semiconshawn on 9/28/2011 11:36:47 AM , Rating: 5
Ive stood in the store several times trying to find any excuse to buy a tablet. I couldn't find one for $500 but for $200 ill buy a tablet to surf on the toilet. Im thinking the playbook looks good at $200-$250. It's already sub $300 and dropping like a rock. Thank you Amazon.

RE: Sold!
By Smilin on 9/28/2011 11:43:40 AM , Rating: 2
You raise an interesting point (not the toilet)..

There might very well be a full on thermonuclear price war soon.

RE: Sold!
By Pirks on 9/28/2011 12:22:35 PM , Rating: 2
playbook looks good at $200-$250

best toilet surfer ever

RE: Sold!
By Smilin on 9/28/2011 1:09:45 PM , Rating: 2
I was more interested in the 99-149 stuff for the fire sales. Those products are utterly dead.

RE: Sold!
By Solandri on 9/28/2011 1:46:09 PM , Rating: 2
I've been saying that since before the original iPad came out (and eating a lot of downratings for it). Price these things below $200 and people will buy them just for the heck of it. Get the price below $100 ($250 for businesses) and they'll be considered disposable. That's where the bulk of the market for these is at, not the stratospheric $500 price point set by Apple.

RE: Sold!
By kaosstar on 9/29/2011 3:52:57 PM , Rating: 2
Apple has to maintain their Land Rover-like image, to retain their snooty, overpaid customer base.

RE: Sold!
By jang_clangle on 9/30/2011 8:54:15 AM , Rating: 2
Apple shoots for the maximum price the market can bear, which is great for their margins and for their bottom line. It's called "capitalism" were I come from...

RE: Sold!
By Pirks on 9/28/11, Rating: -1
RE: Sold!
By Smilin on 9/28/2011 1:08:24 PM , Rating: 4
Your flame is an epic fail. I didn't want one at 250, douche.

RE: Sold!
By Cheesew1z69 on 9/28/2011 1:38:57 PM , Rating: 5
If Apple can match the price on this I'll get an iPad
HAHAHAHAHAHAHAHAHAAHAHAAHAHAHAHAHA! Oh please, you honestly think Apple is going to compete on this at 199? Never.

RE: Sold!
By inperfectdarkness on 9/28/2011 8:42:15 PM , Rating: 2
$199 would be selling for a -$301 loss; according to apple. at least that's what the quote on the bottom of the page leads me to believe.

RE: Sold!
By Smilin on 9/28/2011 11:27:38 PM , Rating: 3

RE: Sold!
By tamalero on 9/29/2011 10:05:48 AM , Rating: 2
they will just increase their brainwashing ads about how ipads are more magical and how kindle is crap.. so all jobssheep will keep buying ipads regarding of their needs.

RE: Sold!
By Reclaimer77 on 9/28/2011 1:54:07 PM , Rating: 2
I have to be thinking people who rushed out to horde up all the HP Touch Pad's are kicking themselves right about now lol. I was kinda upset that I overslept that day and couldn't find any, now I'm rejoicing. Go Amazon!

If Apple can match the price on this I'll get an iPad.

That's never going to happen. EVER. Apple doesn't compete, they just sorta go along as if they live in a world where only they exist.

RE: Sold!
By corduroygt on 9/28/2011 4:27:50 PM , Rating: 2
The touchpad was only $99 (I got 4 and gave them away to family except one) and it still has better hardware than this...

RE: Sold!
By Reclaimer77 on 9/28/2011 4:38:11 PM , Rating: 1
The Touchpad is already a dead end though. It's like buying a modern PC loaded with Windows 98. No updates, no new apps, no bug fixes or support. No more accessories or vendor support. I mean, congrats on the good deal and I hope you guys have fun with them. But unless someone picks up WebOS or you can flash it with Android, I don't really think you'll be still using those in a few years.

Plus you say it has better hardware, and that might be the case, but the TouchPad was absolutely shredded by reviewers for being slow and clunky and unstable.

I think most people want a pad to do very basic tasks with, which don't require $500 worth of hardware. At this price point people can actually get behind tablets.

RE: Sold!
By corduroygt on 9/28/2011 5:18:23 PM , Rating: 2
95% of what people need in a tablet is a decent web browser with flash, an e-mail client, a way to see their pictures and video. The Touchpad has all that plus a webcam and a microphone to use Skype with...At the price of a dumb picture frame, you can't go wrong with it...

Besides, oversleeping is no excuse, I got mine directly by retrying 100+ times on the HP SMB store online without leaving home, on Saturday :) Had to wait a month for them, but that's OK.

The chunkiness is fixed by turning off most of the logging by the way. Also, Android 2.3 is already ported to it, but I'm waiting for Android 3.5 before I consider flashing. WebOS is very sufficient for all the tasks I expect from a Tablet, one being web browsing with FLASH, which a certain $500+ tablet can't do.

RE: Sold!
By TakinYourPoints on 9/28/11, Rating: 0
RE: Sold!
By Reclaimer77 on 9/28/2011 5:55:44 PM , Rating: 5
Porn sites still use Flash, so I respectfully disagree :) Flash is absolutely essential for my tablet!

RE: Sold!
By TakinYourPoints on 9/28/2011 6:09:28 PM , Rating: 2
That's where you're wrong, you'd be surprised at how many of them support mobile browsers now, haha

RE: Sold!
By Cheesew1z69 on 9/28/2011 6:21:20 PM , Rating: 2
Flash may be dead on Apple but it's not dead....get real. You sound just like Tony. Slow? Choppy? Um...right...

RE: Sold!
By TakinYourPoints on 9/29/2011 6:31:03 AM , Rating: 1
It honestly isn't necessary on mobile devices anymore. Non-Flash video is everywhere now, even for things like live streaming. Millions of people use HTML5 video on mobile devices every day (not just on iOS), and this is only getting started.

The thing is that Flash and other third party plug-ins are a solution to problems that don't really exist anymore. The writing is on the wall, even look at Windows 8 which has depreciated Flash for HTML5 in the Metro tile layout.

Nothing crashes my browsers in Windows 7 as much as Flash, nor is anything else as big a security vector as Flash or Reader. It'll be around for a while, but I certainly won't miss it when its gone. Fortunately there are an abundance of alternative on mobile devices.

RE: Sold!
By Pirks on 9/29/2011 10:49:21 AM , Rating: 1
Don't waste your time talking to braindead cheezy clown, he won't understand a word anyway

RE: Sold!
By Cheesew1z69 on 9/29/2011 1:12:02 PM , Rating: 2
And I never have any crashes on 5+ machines with Win7, your point? Perhaps your PC sucks?

RE: Sold!
By TakinYourPoints on 9/29/2011 6:38:08 PM , Rating: 1
Mine hasn't crashed either, trouble with reading comprehension? Anyway, Flash has never killed Chrome browser tabs for you, really?

Liars make the Baby Jesus cry

RE: Sold!
By Cheesew1z69 on 9/29/2011 8:47:53 PM , Rating: 2
Nothing crashes my browsers in Windows 7 as much as Flash
Really? I am pretty sure my reading comprehension skills don't come into play here when you said it. Second, I don't use Chrome, I use FF. Liar? You really want to make assumptions? Really?

RE: Sold!
By TakinYourPoints on 9/30/2011 6:37:13 PM , Rating: 1
Crashing browsers and crashing Windows are two different things. What, you're saying none of your programs have ever crashed on any of your Windows machines ever?

What are you limited to running, Notepad?

RE: Sold!
By RjBass on 9/28/2011 6:57:39 PM , Rating: 2
I don't know what cheap $99 Android tablet you bought, but on my Galaxy Tab Flash works just great. It's not slow or choppy. But Galaxy Tab aside, Flash also works great on my Samsung Infuse with is far inferior CPU and smaller screen. I couldn't be happier. iOS not supporting Flash is what kept me away from iPhone, and iPad for the last two years or so.

RE: Sold!
By The0ne on 9/28/2011 2:47:27 PM , Rating: 2
Same boat. Was hoping to snatch the HP for my 3 sisters as they use it for basic tasks. Win8 looks good and I like it so I'm also waiting for tablets running it. Amazon might have a winner here considering millions shop there anyways :) I would love a 10" but 7" might do for now.

RE: Sold!
By fearrun on 9/28/2011 5:01:38 PM , Rating: 5
I would love a 10" but 7" might do for now.

Obligatory response:

That's what she said.

RE: Sold!
By Smilin on 9/30/2011 2:02:51 PM , Rating: 2
Update: Done.

My wife who has 100+ books on one kindle and 200+ on the other didn't exactly need her arm twisted out of socket to place the pre-order.

The beginning of the end of iPad dominance
By Boze on 9/28/2011 8:40:35 PM , Rating: 3
I know some of you will read my subject line and think I'm being dramatic.

People were reacting the same way to me when I claimed that Android would eventually dominate the phone market and muscle out the iPhone.

Jeff Bezos is smarter than Steve Ballmer and Steve Jobs combined.

He realizes that the real money isn't in the device, its in the attached services to the device.

Everyone who bought an iPad the first day they were released paid $500 and nothing more. Anything else was revenue from accessories and purchases from the iTunes Store.

Bezos realizes that selling a cheap tablet with competitive features will allow him to do the same thing he did with the Amazon Kindle. Achieve mass market penetration worldwide and push digital content.

Why do you think Amazon announced their deal with Fox a few days ago? Paving the way for the Kindle Fire. And many people I know have Amazon Prime already. I've used it since the day it became available. For the consumer that's already a part of the Amazon ecosystem, buying a Kindle Fire should be a no-brainer. Free access to an assload of content that I would be paying for regardless. Doesn't take a genius to figure that one out.

The Kindle Fire also gives me all the core features I've wanted in a tablet, but was unwilling to spend $500 to access:

PDF reader, applications, music & video playback, and web browsing.

And the Kindle Fire is just the tip of the iceberg.

This is going to pan out just like the original Kindle. Not long after this, maybe six months, maybe a year, the Kindle Fire DX will be released.

A 9.7" tablet with a dual-core processor, some kind of competitive graphics accelerator, 16 to 64 GB of storage, Wi-Fi & 3G, front & rear facing cameras.

And it'll probably cost $499.

I already ordered my Kindle Fire, about 2 hours after the Bloomberg announcement. Funny that Amazon, a retailer, managed to do what Apple couldn't - provide me with a reasonably priced, full-featured tablet that meets my basic computing expectations.

Begun, the Tablet War has.

RE: The beginning of the end of iPad dominance
By Smilin on 9/28/2011 11:38:11 PM , Rating: 3
Jeff Bezos is smarter than Steve Ballmer and Steve Jobs combined.

He realizes that the real money isn't in the device, its in the attached services to the device.

Ballmer is in on this. Ray Ozzie started the "three screens" paradigm at Microsoft several years back. That's why they headed directly towards the cloud.

The small and large content delivery devices and the dedicated conent creation device are all going to be cloud integrated, and azure backed with Metro running across windows phone, xbox, and the PC. The screens themselves will eventually become a commodity no matter what they are. The content and experience delivering it is where it's at.

RE: The beginning of the end of iPad dominance
By 91TTZ on 9/30/2011 11:11:11 AM , Rating: 2
The small and large content delivery devices and the dedicated conent creation device are all going to be cloud integrated, and azure backed with Metro running across windows phone, xbox, and the PC. The screens themselves will eventually become a commodity no matter what they are. The content and experience delivering it is where it's at.

That's what the companies would like you to believe, and that's definitely where they're trying to move the market, but you need to be wary of the reasons for it.

The long-term objective is about achieving a constant revenue stream, nothing else. Companies like Microsoft are finding that their revenue is drying up because customers are no longer purchasing software at the rate they used to. In 2003 it would have been crazy if you were still using Windows 3.1, or even Windows 95. Yet in 2011 people are commonly using Windows XP. Many businesses still use Office 2003, 8 years after it came out. The products are mature now and they do just about everything that people need to do. Obviously a company like Microsoft doesn't want you to buy Windows 7 or Office 2010 and use it for the next 10 years. So they're moving to a different model where you continuously have to pay them to use the product as a service.

I think people are growing tired of being continuously nickel and dimed by all these companies. Everyone wants to offer their products as a "service" nowadays to ensure a constant revenue stream, but open source offerings are getting better every day. I want to be able to buy my device once and keep on using it until it breaks. I don't want the company to claim that it "needs" to be connected to the company's servers in order to work.

By Smilin on 9/30/2011 11:25:35 AM , Rating: 2
Yes, reasons for it are well understood.

Yes Ozzie and Kevin Turner have both said that the days of buying a pack of licenses then maybe or maybe not using them are over. They realize things are moving to a pay for what you use model and that churn can be instant.

We are moving to a world where pay-as-you-go will be the norm. Ecosystem jumping will become harder for a while then become easier. In the meantime competition will get more fierce than it ever has.

As for required connection: That doesn't seem to be the direction Microsoft is going. They know that choice is a prime feature of their ecosystem. Look at the On, Off, and Hybrid cloud/premisis solutions they have in O365, BPOS, Azure, and Windows Live.

By TakinYourPoints on 9/29/2011 7:03:09 AM , Rating: 2
People were reacting the same way to me when I claimed that Android would eventually dominate the phone market and muscle out the iPhone.

Jeff Bezos is smarter than Steve Ballmer and Steve Jobs combined.

He realizes that the real money isn't in the device, its in the attached services to the device. Everyone who bought an iPad the first day they were released paid $500 and nothing more. Anything else was revenue from accessories and purchases from the iTunes Store.

Real numbers say otherwise. Whether you buy content from iTunes, Amazon, your XBox or PS3, whatever, there is a hard limit on profit margins, and it isn't that high. iTunes has about the lowest profit margin of any of Apple's products, and in total numbers it is a tiny fraction of their hardware sales.

Think about it, for music the majority of the profit goes to the RIAA, for movies it goes to the studios, and for applications the lion's share goes to developers. Then there is the cost of running the store (servers, bandwitdh, etc etc).

At the end of the day the profit margins on iTunes has been around 10% since it began. The numbers are in every quarterly filing. I expect that Amazon and Microsoft get similar profit margins on their own services given that wholesale media prices and developer payouts are about the same. In Apple's case, 10% is far below the 25% average profit margin they make as a whole, and well below the profit margins on the iPad (probably their most profitable product).

Purchased media and applications are mainly a way to keep people hooked into a hardware ecosystem, whether it's iOS, Android whatever. In all cases, it is a way to keep people buying that set of hardware, because that is actually where the real money is.

Game consoles like the 360 and PS3 are more what you're thinking. Their hardware initially has low profit margins but they make their money on high margin accessories and game licenses ($$$).

Your thoughts are interesting, but unfortunately they aren't backed up by reality in the case of phones and tablets. Amazon has making as much money as they can from these devices. Don't think the profit margins aren't there, they made money on the Kindle from day one. The original price in 2008 was $400. Economies of scale and dropping component cost have allowed them to drop their prices every year, but the last thing Amazon is doing is selling loss leaders to sell low profit margin software and media.

RE: The beginning of the end of iPad dominance
By Boze on 9/29/2011 7:49:46 AM , Rating: 3
Wait... so let me get this straight.

You're saying that iOS devices have a larger market share than Android devices...?

And you're telling me that's not backed up by reality?

Have you been reading the news lately?

The Kindle Fire is also going to integrate nicely for Amazon Primes users. One-Click Checkout, anywhere there's Wi-Fi? That's the real strength of the Fire, just like being able to buy 950,000 different books and magazines, anywhere at any time, is the real strength of the Kindle.

It isn't the hardware and never has been.

By TakinYourPoints on 9/29/2011 6:47:55 PM , Rating: 2
You're saying that iOS devices have a larger market share than Android devices...?

When did I ever say this? Reading comprehension please.

I said that digital media (books, movies, music, applications) do not have nearly the profit margins that hardware has. Even if sold in quantity it isn't enough to match hardware. iTunes is the #1 seller of digital media in the US, even over Amazon and music sold in brick & mortar stores, and the total net profit it brings in is absolutely dwarfed by what Apple makes selling hardware. Media just isn't that profitable because almost all of the cost (about 70%-80% average) goes towards content creators and licensees, that's the problem.

This is the reverse of the "razor blade" method of selling goods, in that the razor blade handle is actually more profitable than the blades themselves.

You're either totally ignoring the argument or it is flying completely over your head. Just listen.

Hardware is much more profitable than digital media. The only way media can be more profitable is if the hardware itself has razor thin margins (below 10%) or is sold at cost, and both scenarios are very risky given that selling media at a large enough rate to offset the loss on hardware sale is far from guaranteed.

RE: The beginning of the end of iPad dominance
By Boze on 9/30/2011 11:35:29 AM , Rating: 2
I can tell you're either young, or naive.

Possibly both.

Look back at the PS3 and Xbox 360.

Money lost on every single console sold. Xbox 360 at one point in the manufacturing process had almost a 50% failure rate.

And yet now the Xbox division of Microsoft makes money hand over fist.

Digital content margins are ENORMOUS and always have been.

You're using the same ridiculous argument that record executives use for why a 30 year old CD version of a Rolling Stone album is $18.99.

That CD costs a nickel to stamp. The packaging, maybe a buck, and probably not even that much. The recording studio has long since been paid for, along the manufacturing plant that made all the CDs, the paper, the inks, the plastic, even the damn shrink wrap.

It costs $18.99 because people will pay that much for it.

Hardware margins have always been slim compared to digital media.

You're so clueless on this issue that I honestly wonder if you're just a troll.

By TakinYourPoints on 9/30/2011 6:54:06 PM , Rating: 2
This goes back to reading comprehension. Please follow and you'll understand the differences.

I already addressed game consoles several posts ago, well before you brought it up, and the fact that that particular model is what you are thinking of when making your argument. Clearly everything else is either being ignored or has flown right over your head. Let me spell everything out for you.

Game consoles are sold at a loss, but they manage this because they collect licenses from every game sold, and thos licenses carry higher profit margins than other forms of digital media. This eventually offsets the loss on the game console.

Now let us look at something with completely different profit margins, movies, music, books, applications.

The situation there is completely the opposite since most of the profit there doesn't go to the hardware manufacturer like it does with with game consoles. The bulk of that profit goes to RIAA, movie studios, developers, etc etc.

The profit margins and licensing terms between games on consoles and movies/music/books/apps are completely different.

The proof is in the hard numbers. iTunes, the most profitable digital distribution service in the world, has had a consistent 10% profit since its inception, even with the addition of movies, apps, and books. This is below the average 25% profit margins Apple makes overall, and well below the 30%-40% Apple makes on iPads.

I don't understand why you are being so thick headed and ignoring reality. These are two completely different business models. BTW, PS3 and XBox also makes the same profit margins selling movies and music on the consoles. The profit for movies and music on consoles isn't there, its in the games that you buy at Gamestop or Best Buy or wherever.

Media like this again serves to hook people into a hardware ecosystem, whether it is iOS, Android, whatever, but it is far from a large source of income compared to the hardware itself.

If you think Apple or Amazon is making a mint on movies or music, you are mistaken. Quarterly financial statements have proven otherwise for almost a decade.

One last thing that is slightly unrelated but needs to be addressed. The XBox hasn't been making money "hand over fist". Billions have been invested in it and after six years it is in the black by hundreds of millions in net profit. This isn't runaway profit. Compare it to the iPad that made tens of billions within a year, and it wasn't on the back of software, it was hardware.

Anyway, recognize that movies, music, books, and apps don't make profit the that hardware does unless the hardware is also sold for 10% or less. There is a hard ceiling in place due to the numerous payouts to content creators and licensees.

This is a completely different situation from game consoles where the hardware makers are the licensees that get a substantially larger cut from game publishers.

Hope this clears everything up for you.

Can It Read Epubs?
By Arsynic on 9/28/2011 10:40:29 AM , Rating: 2
Well, can it?

RE: Can It Read Epubs?
By mellomonk on 9/28/2011 10:54:28 AM , Rating: 2
It should. Supports your current Kindle library.

RE: Can It Read Epubs?
By TheMan876 on 9/28/2011 11:46:22 AM , Rating: 2
Not the same thing...

But according to Amazon's site, no epub. 8(

RE: Can It Read Epubs?
By gwem557 on 9/28/2011 1:33:28 PM , Rating: 2
Google Calibre. But also, you can get apps that read epubs, though you'd lose kindle's syncing ability.

RE: Can It Read Epubs?
By hankw on 9/28/2011 1:27:31 PM , Rating: 2
No reason you couldn't get an app that reads Epub

RE: Can It Read Epubs?
By borismkv on 9/28/2011 2:01:46 PM , Rating: 2
My bet is that this is going to be a very locked down Android tablet that will only let you install apps purchased through Amazon, and I doubt they would be willing to provide apps for reading other eBook formats. If I could get Android Nook installed on it I'd get it, since B&N has some books I want that Amazon doesn't and vice versa.

RE: Can It Read Epubs?
By gregpxc on 9/28/2011 4:39:32 PM , Rating: 2
give it a day after release. someone will root it, and it will be easy. so easy.

RE: Can It Read Epubs?
By Smilin on 9/30/2011 2:07:03 PM , Rating: 2
Amazon said they expect it to be rooted.

RE: Can It Read Epubs?
By gwem557 on 9/28/2011 4:52:25 PM , Rating: 2
I guarantee you that within a day of release, you'll be able to install anything you want to on it.

Good price point but lots of big questions still
By Netscorer on 9/28/2011 12:28:25 PM , Rating: 1
I think, the price point came as a surprise to a lot of people as we were more or less expecting $250 entrance. To create Tablet with IPS screen and modern chipset for sub $200 we need to give Amazon kudos. Not sure if the price is subsidized, but knowing how Amazon operates, I doubt it is. There are still big questions left with this tablet:

- highly customized outdated Android 2.1 is not inspiring confidence. This will be the first for Amazon to venture into software development and support and we will have to see how they are able to keep the OS current feature-wise. We all saw how slow and inadequate was support from B&N for Nook Color.

- no Google Market means a lot of unnecessary restrictions. Someone here mentioned ePub support. I guess this can be taken care of with purchase of Aldiko from Amazon app store. But I still would like to see how the tablet with limited App store can successfully compete with the established players.

- Reliance on Cloud is commendable but we'll see how it works after consumers start to complain about having to be on fast Wi-Fi all the time in order to run anything.

By Solandri on 9/28/2011 1:49:58 PM , Rating: 2
Technically, it's priced at $229. There's a $30 discount if you agree to have ads continuously delivered to it.

But yeah, this is a shot across the bow at B&N's Nook Color. Lighter, better CPU and apparently better performance. But the Nook Color has a microSD slot and is very hacker-friendly (it tries to boot off the microSD first, before internal ROM).

By Cheesew1z69 on 9/28/2011 1:56:58 PM , Rating: 3
Sorry but I don't see anything to indicate it's 229 with a 30 dollar discount for ADS, I see it listed as 199. Link to prove this?

By gwem557 on 9/28/2011 4:48:57 PM , Rating: 2 Wrong. That's for the e-ink kindles, not the Fire.

By Reclaimer77 on 9/28/2011 2:22:06 PM , Rating: 1
- highly customized outdated Android 2.1 is not inspiring confidence.

I've never seen a device running Android yet that was locked down. You'll be able to boot-ROM any version of Android on the Kindle Fire you wish, I suspect.

- Reliance on Cloud is commendable but we'll see how it works after consumers start to complain about having to be on fast Wi-Fi all the time in order to run anything.

I don't feel this is a valid concern. Tablets aren't smartphones, I feel they are ancillary devices to be used with home/away wi-fi networks, specifically designed for this in fact. Most people are happy enough to have something to play with while on the crapper or on the couch lol.

By TakinYourPoints on 9/28/2011 4:37:48 PM , Rating: 2
Almost all of the things you see as negatives, I see as positives.

Amazon is doing something that none of the other hardware manufacturers outside of Apple are capable of: total vertical integration aimed at enhancing user experience.

They have movies, music, books, and application covered, and they've been doing cloud sync very well ever since they launched the Kindle in 2008. The fact that they're forking off their own version of Android is also a plus, totally customized and what will surely be a better UI than what Google has provided thus far.

By gwem557 on 9/28/2011 4:50:44 PM , Rating: 2
- no Google Market means a lot of unnecessary restrictions.

This is a non-issue. Download the google market .apk, install it. Presto. Non-issue.

Also, this thing will be rooted within a day. Everyone worrying about being 'stuck' tied to 'just' Amazon should rest easy. That's not even going to be close to the case.

By Netscorer on 9/28/2011 6:42:09 PM , Rating: 2
I would suggest we wait and see before we pronounce that this will be hacked within a day. Amazon clearly wants to create its own walled garden with Fire and they may not look favorably on people who would try break in. This is not Nook 2.

By gwem557 on 9/28/2011 7:35:13 PM , Rating: 2 doesn't matter what Amazon wants, with regard to hacking or not. It will be done. Period. Within a day or two.

By btc909 on 9/28/2011 3:59:30 PM , Rating: 2
No memory card slot.
No access to the Amazon Marketplace.
No Camera, front or rear.
Amazon Cloud is only good for Amazon material.
8GB of storage, nothing better right now.
7-8 hours of battery life.

RE: Lacking
By Wererat on 9/28/2011 4:49:06 PM , Rating: 2
>No memory card slot.
Good point; but given my own experience with an Android phone with a slot, I find that I nearly never swap cards.

>No access to the Amazon Marketplace.
By which you meant Google Marketplace; but I'm not sure if that's a plus or minus. I have both on my phone now and don't feel that Google's has any particular superiority.

>No Camera, front or rear.
Non-issue for me; might be for some.

>Amazon Cloud is only good for Amazon material.
Not true; I have other items on their cloud even now.

>8GB of storage, nothing better right now.
See above for swappable cards.

>7-8 hours of battery life.
Good concern - actually it should be less as the article cites those numbers with Wifi off.

RE: Lacking
By TakinYourPoints on 9/28/2011 5:43:39 PM , Rating: 2
Nobody who matters cares about the lack of ports, memory card expansion, etc. This is an excellent mass consumer device.

RE: Lacking
By TakinYourPoints on 9/28/2011 5:46:08 PM , Rating: 2
Also, 8GB is how they're able to get the price so low. If you want more memory, expect a more expensive device. It isn't ideal but compromises need to be made somewhere.

RE: Lacking
By Some1ne on 9/29/2011 9:41:42 AM , Rating: 2
And one more:

No e-ink display. This new "Kindle" will be all but useless as an e-reader. Maybe it isn't intended to be an e-reader, but if that's the case then it shouldn't have shared the "Kindle" brand. A Kindle without an e-ink display is not a Kindle.

RE: Lacking
By Smilin on 9/29/2011 10:31:22 AM , Rating: 3
No memory card slot.

So what. Don't want one.
No access to the Amazon Marketplace.

So what. Don't care.
No Camera, front or rear.

I don't need pictures of myself reading.
Amazon Cloud is only good for Amazon material.

Which is what I'm after.
8GB of storage, nothing better right now.

I'm at 75% capacity on my 250 MEG gen-1 kindle. I'll never fill the 8GB let alone run out of cloud.
7-8 hours of battery life.

And then what? It never recharges again?

If I want higher capability hardware then I'll want it bundled to a higher capability OS. Waiting on Windows 8 but for the price I can't turn down the Fire.

WTF is your point anyway?

Apple Suing Amazon
By Nautilus957 on 9/28/2011 10:11:45 AM , Rating: 2
Lets see how long it takes for Apple to sue Amazon for producing a black rectangular tablet of minimalistic design.
Oh wait, Amazon arnt a threat to Apple, unlike Samsung (At the moment).

RE: Apple Suing Amazon
By jordanclock on 9/28/2011 10:38:30 AM , Rating: 2
Apple doesn't care about being a "threat." Amazon is a competitor; They have a competing media service, for crying out loud!

RE: Apple Suing Amazon
By semiconshawn on 9/29/2011 12:49:37 AM , Rating: 2
I like this play by amazon. Itunes is Apples ATM machine. Amazon is giving Apple the high end tablet win banking that the end game isnt who has the best tablet but who has the most to offer for it.

RE: Apple Suing Amazon
By TakinYourPoints on 9/29/2011 6:41:32 AM , Rating: 2
Amazon was very smart by not starting out taking the iPad head-to-head. Instead they're carving out their own market.

Again, very smart.

You Conveniently Forget...
By teng029 on 9/28/2011 10:38:29 AM , Rating: 2
to mention that this undercuts every Android tablet that's out in the market as well including the Nook Color. But hey, that's not nearly as sensational as saying that it undercuts the iPad.

Anyway, I love the idea of a sub-200 tablet. This is definitely a step in the right direction. Should Apple be worried about this? Somehow I doubt they are, but we'll see. I find it interesting that there is no mention of any of the newly announced products on Amazon's own website yet..

RE: You Conveniently Forget...
By mellomonk on 9/28/2011 10:59:42 AM , Rating: 2
Still waiting for more hardware clarification, but according to the TechCrunch scoop article, it should only have 6GB of storage. They are going to push it's integration with their cloud drive for storage. Interesting strategy, though a little light if you are going to be away from the wi-fi for an extended time.

RE: You Conveniently Forget...
By mellomonk on 9/28/2011 11:35:45 AM , Rating: 2
Updated, 8GB of storage.

RE: You Conveniently Forget...
By Chadder007 on 9/28/2011 11:04:19 AM , Rating: 2
The $199 version will probably display advertisements like crazy...Is it going to be like the cheaper Kindle?

Just one observation
By bug77 on 9/28/2011 11:45:37 AM , Rating: 2
you have instant access to all the content

If having to go to the cloud and being able to do so only over WiFi qualifies as "instant access", how does Amazon rate accessing data on a hard drive?

It's a nice gadget, making sensible compromises (imho) in order to get to a more earthly price point.

RE: Just one observation
By tallcool1 on 9/28/2011 12:53:20 PM , Rating: 2
If all the content is stored in the cloud servers, what happens when I am at the beach or some other location where I do not have wi-fi access. Can I still use my apps and read a book, etc?

RE: Just one observation
By hankw on 9/28/2011 1:30:40 PM , Rating: 2
I'm sure you can store and read local content (~8GBs worth apparently)

Here comes the lawsuit
By masamasa on 9/28/2011 3:03:23 PM , Rating: 2
It has rounded corners like an ipad therefore has stolen the look and feel of ipad. We own rounded corners, nobody can use them without our permission!


The EvilDoers

By TakinYourPoints on 9/28/2011 4:46:15 PM , Rating: 2
All of these companies making tablets, outside of inferior component quality, has been missing a crucial element that Apple has with the iPad: total vertical integration.

Amazon can provide that since they sell movies, music, books, and applications from their own store. They also have their own cloud service that has worked flawlessly since the original Kindle has launched since 2008. Finally, they also has a real focus on UI and consumer experience.

All of these other Android tablets have failed for very good reason. I can't trust Samsung, Motorola, Asus, etc, to be completely responsible for such a consumer oriented device, they are absolutely clueless, but Amazon has already proved they can knock it out of the park with the original Kindle reader. IMHO Amazon will have the first real legit competition to the iPad with a 10" tablet with Tegra 3 inside it. I was somewhat skeptical of a 7" model doing well, but at this price it is a really good step before unleashing the big guns.

The other thing I like is that Amazon isn't necessarily trying to compete head to head with the iPad, nor are they trying to unseat it, they're carving out their own very distinct niche with the Fire. Companies like Apple and Nintendo didn't win by directly trying to compete, they made their own markets, and Amazon is doing the same thing here. Even if they sell half as many Fires as iPads, that is still a monumental hit, and by far the most successful tablet outside of an iPad.

Oh, and they're going to sell a BAZILLION of the new Kindles. So many people I know are getting one for Christmas :)

By ShaolinSoccer on 9/28/2011 7:31:31 PM , Rating: 2
Does anyone know whether or not this is done through DLNA?
I can't seem to find any information about this through the amazon website.

Silk kicks Google in the nuts
By Tony Swash on 9/28/2011 8:00:58 PM , Rating: 2
The Kindle Fire is bad enough for Google but Silk is a real blow.

This is the sort of stuff Google has been worried about ever since the paradigm shift from internet via the desktop PC to internet via devices and through apps began. I have always thought that Android, what ever one thinks of it as an OS, is not a good move for Google. It has cost billions, it will cost billions more and I simply fail to see how it delivers much in the way of benefit to Google and now it has actually helped Amazon make this move. Hiring Andy Rubin and not micro-managing him may have been the most costly mistake Google ever made.

It seems oddly similar...
By xdrol on 9/28/11, Rating: -1
RE: It seems oddly similar...
By Nautilus957 on 9/28/11, Rating: 0
RE: It seems oddly similar...
By Cheesew1z69 on 9/28/2011 10:18:38 AM , Rating: 2
It looks NOTHING like an IPAD....

RE: It seems oddly similar...
By FITCamaro on 9/28/2011 11:14:55 AM , Rating: 4
EVERYTHING looks like an iPad. They're all black or white rectangles with a screen and a button or two. Which is why the idea that they should be able to have a patent on its design is absurd. How original is a rectangle?

RE: It seems oddly similar...
By MrBlastman on 9/28/2011 11:36:40 AM , Rating: 2
Because Jobs says it is and we all know, what Jobs says is word.

RE: It seems oddly similar...
By Pirks on 9/28/11, Rating: -1
RE: It seems oddly similar...
By green6552 on 9/28/2011 2:57:40 PM , Rating: 2
has no buttons

Apart from the 3 at the top?

RE: It seems oddly similar...
By Pirks on 9/28/2011 3:38:59 PM , Rating: 1
I meant front buttons. And with three on top it looks even less iPad like than without them. Which is my main point.

RE: It seems oddly similar...
By jimbojimbo on 9/28/2011 5:40:55 PM , Rating: 3
And if it doesn't look enough like an iPad just Photoshop the dimensions so it looks exactly like it! That 10" device looks exactly like that 7" device? Weird.

RE: It seems oddly similar...
By xdrol on 9/28/2011 10:19:31 AM , Rating: 1
Fail. iPad in 2006?

RE: It seems oddly similar...
By Smilin on 9/28/2011 11:57:40 AM , Rating: 5
I felt a great disturbance in the Price, as if millions of iPads suddenly cried out in terror and were suddenly silenced. I fear something terrible has happened.

RE: It seems oddly similar...
By wyrmslair on 9/28/2011 1:32:15 PM , Rating: 2
Then again, this does look like the tab that Vader would use...

RE: It seems oddly similar...
By Raiders12 on 9/28/2011 2:13:41 PM , Rating: 2
Praise be to capitalism and competition, Apple's worst enemy

RE: It seems oddly similar...
By Pirks on 9/28/2011 2:48:52 PM , Rating: 2
Nah, Vader would use Playbook - THE tablet for evil rich corporate execs. Just like Vader!

RE: It seems oddly similar...
By kleinma on 9/28/2011 3:09:35 PM , Rating: 2
Vader was just muscle for the empire. Sure he had the force because he was a jedi, but he couldn't wipe his electronic buttox without asking the emperor for permission.

RE: It seems oddly similar...
By bodar on 9/28/2011 3:28:31 PM , Rating: 2
He obviously outranked everyone in the Imperial military. Ask General Veers about his "executive decision-making"...

RE: It seems oddly similar...
By Reclaimer77 on 9/28/2011 3:34:31 PM , Rating: 2
There wouldn't have even BEEN an Empire without Anakin/Vader really. He destroyed the Jedi order from within.

That's just another reason why the prequels are so retarded and unbelievable though. Two "sith" are all you need to take over an entire galaxy, even though equally powerful "good" Jedi outnumber you. Ok sure, whatever...

RE: It seems oddly similar...
By bodar on 9/29/2011 4:28:52 PM , Rating: 2
Forgetting an army of perfectly obedient super-soldiers, you are.

Not to mention, most Jedi were not nearly as powerful as Palpatine/Vader, plus everyone thought they were good guys anyway. You have to admit it was pretty brilliant the way Palpatine kept playing each side against the other to manufacture crises & grab more and more power, all the while sacrificing his apprentices like pawns. Palpatine built the Empire right in front of them, and the Jedi were not only powerless to stop him, they helped.

That's true evil genius.

RE: It seems oddly similar...
By Smilin on 9/29/2011 4:39:28 PM , Rating: 2
We're not talking about 9/11 and the Iraq war are we?

RE: It seems oddly similar...
By Tony Swash on 9/28/11, Rating: -1
RE: It seems oddly similar...
By Smilin on 9/28/2011 11:41:25 PM , Rating: 2

RE: It seems oddly similar...
By mattclary on 9/28/2011 11:07:36 AM , Rating: 5
Yes, it is rectangular and has a display screen.

They totally should have made it triangular to avoid stepping on Apple's ingenious use of the rectangle.

RE: It seems oddly similar...
By mattclary on 9/30/2011 3:24:42 PM , Rating: 2
I posted this several days before "The Office" had a triangular pad on it! I'm going to sue for infringing my idea!

RE: It seems oddly similar...
By Pirks on 9/28/2011 11:49:38 AM , Rating: 1
.. to a 2011 RIM device:
Fixed for you

RE: It seems oddly similar...
By hankw on 9/28/2011 1:33:40 PM , Rating: 2
There's "tablets" look strangely like many of the digital picture frames that have come out years before the iPad.
In that case isn't the iPad just a digital picture frame on steroids with a touch interface? (exaggerating of course)

"Death Is Very Likely The Single Best Invention Of Life" -- Steve Jobs

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