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iPad Mini is Apple's ace in battle with aggressive Amazon, analysts say

Gregg Keizer | Sept. 10, 2012
Amazon's new tablet lineup, ranging from a $159 repriced Kindle Fire to the all-new $499 Kindle Fire 8.9-in. HD 4G, pose little threat to Apple's tablet dominance, several analysts said.

Patrick Moorhead, principal analyst at Moor Insights & Strategy, writing in Forbes, also pitched in on the Kindle vs. iPad tussle.

Arguing that Amazon's move was "by no means [a] victory," Moorhead cited several advantages Apple held, including the yet-to-be-confirmed iPad Mini. "The sheer fact that Apple will launch a tablet at that low price will bring in consumers in swarms," he wrote. "Yes, consumers will be able to get the Kindle Fire HD 8.9-in. tablet with 1,920 by 1,200-pixel resolution for $299, but they're also not getting the Apple brand and experience."

The three analysts concluded that Amazon, even with impressive hardware, aggressive pricing, and a content ecosystem in the best position to take on Apple, ultimately won't be able to unseat the iPad. According to IDC, the iPad accounted for 68% of all tablet sales in the quarter that ended June 30, up nearly seven percentage points from the year's first quarter.

"This announcement will do little to halt the momentum of Apple's iPad franchise that continues to gain momentum around the world," White predicted.



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