Amazon Ships Kindle Fire HDX Ahead of New iPads

As Apple prepares to unveil its latest slate of iPad tablets next week, online retail giant Amazon is already shipping its newest flagship device, the Kindle Fire HDX. The launch follows Amazon's pattern of trying to steal the hardware giant's thunder.

Pouring on Mojito

On Oct. 22 Apple is expected to unveil an iPad mini with an improved retina display and a next-generation full size iPad that is lighter and thiner.

The 7EU Kindle Fire HDX uses a brand-new operating system, Mojito, and packs X-Ray for Music, Prime Instant Video downloads, and the Mayday button for live tech support.

EUWith a beautiful 323 ppi perfect-color HDX display, three times the processing power, twice the memory, four times the graphics performance, and Fire OS 3.0, we think customers are going to love the new Kindle Fire HDX,EU said Peter Larsen, Vice President, Amazon Kindle in a statement.

ABI Research tablet expert Jeff Orr told us the "HDX is similar to other contemporary tablets from Amazon and brings them up in par with other seven-inch tablets released so far, such as Google's Nexus.

"The comparison to Apple will be very much around Apple's similar-sized product, the iPad mini," he said.

New tablet releases inevitably lead to discussion about whether Apple can hold onto its lead in the global tablet market. Second-quarter numbers from IDC showed that Apple's share dramatically dropped from 60.3 percent during the same quarter last year to 32.4 percent while all top competitors gained ground. But it's tough to tell how Amazon is stacking up.

"Amazon does not release sales figures, so it is impossible to know how big an impact they are having on the market," Avi Greengart, consumer devices expert for Current Analysis, told us. "However, AmazonEUs business model of selling hardware at cost as a way to help monetize content is certainly threatening to...

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