Finally, it's just not true that consumers are turned off by premium products now, as Apple has repeatedly proven. After the iPad mini debuted, Apple was selling those slimmed-down tablets as fast as it could make them, and overall iPad sales are still up despite the existence of lower-cost competitors. The truth is that great hardware with great software and services can still sell at a fair price. The reality for many hardware makers is that they offer none of those things, so the price is irrelevant.
If Amazon releases a $100 tablet, it might spell more danger for other hardware makers. It might force Google to release a cheaper tablet of its own, and it might even steal a few sales away from Apple. But it wouldn't decimate the tablet market as we know it. It would only make it better.
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