With the release of it’s new Kindle products this afternoon, Amazon proved why it has been such a strong and steady force in the technological realm.

And, it makes us wonder what Apple has in store for us on September 12th. Will it out-Amazon Amazon, especially with consumer-friendly prices?

Because, with today’s economy, the tech giants have to be realistic about what consumers can and cannot afford. If they want to attract customers from all walks of life, then they have to start issuing prices that are affordable without compromising the quality of the product.

The luxury devices can still be available to all, but there has to be something comparable at the lower end of the price range. Especially when targeting the younger demographic.

Who wants to spend $500 on a child or two or three for a device that, most often than not, will be obsolete three years down the road?

Amazon “got this” with their product releases today. And this is how it went down:

You can read the full story at Mashable.Com.

I do have to say that Apple is going to have to come up with an aggressive price plan and product launch next Wednesday to compete with these affordable tech gadgets, especially as the holiday season fast approaches.

However, in my mind, the most impressive new product on Amazon’s roster today was the introduction of the Kindle Paperwight.. What a beautiful piece of technology this is!

It boasts some impressive new features, such as “Time To Read” and “X-Ray”. Here is a brief description from Mashable.Com Live Blogging Event:

The Kindle Paperwhite also includes a “Time to Read” feature, which tracks your reading speed and informs you how much time it will likely take you to finish a chapter. This could help you decide whether or not to go to sleep or stay up late to finish a chapter, based on your own speed. Another feature called X-Ray provides character bios and allows you to jump back into the part of a book where they are first introduced.

Now, I am beyond intrigued to see what Apple has in store for us next week.

Someone on the Mashable Live Forum said that the Apple Event will prove to be disappointing but I think this is a bit like putting the cart before the horse.

There is no denying that the iOS technology is a spectacular piece of work. The Apps are phenomenal and, to me, no one has come close to matching Apple’s technology.

However, with the introduction of the 4G LTE Kindle, Amazon is moving quickly forward but still, all in all, it is not Apple. They have a ways to go but they are relentless and will not stop. And, at the very least, they are not copycats!