For many products -- TVs and the iPod, for example -- the leap to color displays represented an evolutionary change. But color was just part of the big leap that Amazon made with the Kindle Fire, moving from a reading appliance to a converged device. There was no couching it as "a reader's tablet", the positioning Barnes & Noble had sought with the Nook, even though Amazon now claims that it has the "best content ecosystem." Still, as discussed two weeks ago in Switched On, Amazon still managed to fly well under Apple's radar with an inexpensive, smaller tablet, one that broke a "magic" price point of $200.
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