It's been almost a year and a half since Apple launched the iPad, and to date it's sold some 29 million units of the device.
Competitors like Samsung, HP, Motorola and RIM have tried but failed to come up with tablets that could challenge the iPad's success, but now there's apparently a new kid about to join the fray.
And that would be Amazon.
Although we won't know for sure until Wednesday, when the Seattle-based retailer has scheduled a press conference, word has leaked out that Amazon's tablet is a color version of its Kindle e-reader, that operates like the iPad by touch, and with a smaller screen (seven inches as opposed to ten).
That we know, or think we know, all of these details prior to the company's formal announcement is significant if only because, outside of Apple, Amazon is one of the most secretive technology product companies around.
If you've been debating whether to buy a Kindle for yourself or for a loved one, you may just want to hold off until November.
That's because by then, just in time for the holiday sales push, the price of a Kindle, according to a number of technology experts, will be...zero.
That's right. Though it now goes for $139, it appears that Amazon's industry-leading book-reading device may soon be free.
First, to the evidence.