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They could possibly choose to do that, but that's a lot more difficult to do successfully than to release a "me too" tablet and hope for the best.
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Oh, I don't think they'll be just hoping for the best. There will be a powerful marketing campaign touting the "Amazon experience" as "like the Apple experience, but better, and with more value" . Expect to see lots of commercials featuring cute people using Amazon devices and apps to entertain themselves, plan dinner parties , go on vacations, etc.
All this might not dislodge Apple from being NO. 1, but it will make Amazon a strong contender and help Amazon gain market share and mind share.