Amazon unveils $199 Kindle Fire tablet to take on Apple's iPad

New Kindle's cheaper price tag poses serious threat to dominance of the two-year-old iPad
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Amazon founder Jeff Bezos holds the new Amazon tablet called the Kindle Fire on September 28, 2011 in New York City (Getty Images)
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The Fire, which will be priced at $199, is an expanded version of the company’s Kindle e-reader that has 8GB of storage and WiFi
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The Fire gives users access to streaming video, as well as e-books, apps and music, and has a Web browser (Getty Images)
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New Amazon Kindle products (L-R), Kindle Touch, Kindle Fire tablet and new Kindle are displayed at a press conference in New York on September 28, 2011 (AFP/Getty Images)
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In addition to the Fire, Bezos introduced four new Kindles including a Kindle touch model
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Amazon.com Inc took the wraps off its long-awaited 'Kindle Fire' on Wednesday, tacking on a mass market-friendly $199 price tag that poses a serious threat to the dominance of Apple Inc's two-year-old iPad
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The eagerly anticipated gadget, while lacking many of the high-tech bells and whistles common on tablets from cameras to 3G wireless connection, may sound the death knell for a raft of devices based on Google Inc's Android (Getty Images)
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The software powers tablets made by Samsung, Motorola, Asustek, HTC and LG Electronics (AFP/Getty Images)
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Dotcom-entrepreneur and billionaire-CEO Jeff Bezos unveiled to a packed audience the gadget he hopes will wed Amazon's books, movies, music and other content with cloud or Internet-based storage and Web browsing (AFP/Getty Images)
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The Kindle Fire tablet has a 7-inch screen, free data storage over the Internet and a new browser called Amazon Silk (Getty Images)
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Amazon expects shipments to start on November 15 -- hitting store shelves at Best Buy and other chains just in time for the peak holiday shopping season (AFP/Getty Images)
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By pricing the Fire at less than half the iPad - yet stripping out costlier components and features - the Internet retailer hopes to get the device into millions of consumers' hands, who in turn will buy Amazon content (Getty Images)
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One key differentiator that might help the Fire stand out during the cut-throat holidays is Amazon's "EC2" cloud computing service, which supports Internet browsing and helps speed loading of websites (Getty Images)
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The Fire was unveiled alongside several rock-bottom-priced versions of the basic Kindle reader, with the lowest at $79 - a clear challenge to Barnes & Noble Inc's Nook that will surely force the ailing bookstore chain to try and match (AFP/Getty Images)