A New York Times article (Sept 26, 2011) describes the impending release of a new tablet by Amazon.com and the ensuing battle with Apple. Amazon provides content – ebooks, music, entertainment – but adding email and games covers the bulk of what consumers want. Apple has a lead in apps, great market share and a series of failed competitors from Samsung to RIM to HP. Some analysts suggest that Amazon could benefit from its customer ecosystem and the lock-in it brings thus generating millions of units of sales. Will content providers benefit from the emergence of two effective devices ? Can a content driven Amazon make content more scarce for the iPad ? Will the low energy focus of past Amazon Kindle ereaders be key to the new device and its success ? Will component manufacturers be in the drivers seat  as they play off technology availability to the two new players in the market ?