Apple CEO Tim Cook doesn't think of Amazon.com as a consumer product company. He said so in an interview with Charlie Rose recently. But maybe Jeff Bezos has other ideas. Yesterday, Amazon announced the launch of new Fire tablets, including one designed for kids, with all the accompanying hyperbole associated with big consumer technology debuts.
Amazon's new Fire HDX 8.9 tablet, according to the company, is "startlingly light" and comes with a more powerful processor and a graphics engine that is 70 percent faster than the previous model. The HDX display including Dynamic Light Control said to "makes the pages of a book more closely resemble a real piece of paper in different lighting conditions." The pre-order price of the Fire HDX is $379.
On the other end of the pricing spectrum is the new Fire HD, billed by Amazon as "the most powerful tablet under $100." The Fire HD comes in either 6" ($99) or 7" ($139) models with five different color choices.
The Fire HD Kids Edition, according to Amazon, is "the first tablet built from the ground up for kids." The device comes in two sizes, including a 6" tablet for $149 and a 7" model for $189.
"Fire HD Kids Edition is a real tablet, not a toy," said Peter Larsen, vice president, Amazon Devices, in a statement. "Kids break things, so we added a two-year, no-questions-asked, worry-free guarantee. Plus, you'll never be surprised by a bill — it comes with a year of FreeTime Unlimited, which includes over 5,000 books, movies, TV episodes, educational apps, and games at no additional cost."
Amazon is undoubtedly looking for big things from its new Fire tablets (it also introduced two new Kindle e-readers) after stumbling out of the gate with its Fire Phone. The company dropped the price for its first foray into the smartphone category from $199 with a two-year AT&T contract to 99 cents within two months of its rollout.
All of Amazon's new devices are currently available for pre-order and will begin shipping next month.
- Introducing the All-New Fire HDX — Higher Performance, Exclusive New Audio, the Fastest Wi-Fi, and Still Startlingly Light with a Stunning HDX Display - Amazon.com
- Introducing the All-New Fire HD — The Most Powerful Tablet Under $100 - Amazon.com
- Introducing Fire HD Kids Edition — The Kids Tablet That Has it All, Including the First-Ever 2-Year Worry-Free Guarantee - Amazon.com
- Apple CEO Tim Cook digs at Amazon: 'They're not a product company' - GeekWire
- Amazon unveils new Fire tablets, Kindle e-readers - USA Today
- Amazon drops price as smartphone fails to set the world on fire - RetailWire