One of the interesting recent developments in the tablet market is the way that, just as some of the most well known names in IT raise up their hands and pull out or express difficulties competing with Apple, other new entrants come into the market.
The latest name to mount a challenge to Apple is Amazon which, let's be honest, has the muscle to make some impact, with the e-tailer due to launch a product of its own.
Amazon is big, but then of course so is Hewlett-Packard, which canned its TouchPad just a couple of weeks ago.
Then the recent sales figures from RIM showed that its Playbook had hardly been flying off the shelves.
But with the Amazon tablet the key word people are already talking about is price, and potentially it could pose a challenge if they get that right. When HP dumped its TouchPad stocks at £89 they sold out in minutes indicating that if it's good value people will pay.
We wait to see what Amazon will deliver. Of course it's a direct sale, so not much good for the channel, but if it revives an interest in the form factor in the run up to Christmas then there might be a halo effect for resellers. Hope so, otherwise if Amazon really does get it right then it's not much good for anyone other than their customers.
This was first published in September 2011