Apple will be stealing the show on Wednesday when it is expected to launch a new iPhone, and possibly a smaller iPad, although that . Amazon was smart to get out in front of buyers before Apple crowds the market with more gadgets.

Amazon CEO Jeff Bezos made it clear when he announced the high-end Kindle Fire HD Sept. 6 that the company is gunning for Apple's iPad, which is hands-down the tablet market leader.

The previous generation of Kindle Fire cost half as much as an entry-level iPad. But the $499 price of the new 8.9-inch Kindle Fire HD with 4G LTE is a clear challenge to the third-generation iPad's starting price tag.

The difference is Amazon looks at the Kindle Fire HD as a media consumption tablet, while Apple profits from hardware sales.

According to PCWorld's Daniel Ionescu, Amazon with the new 8.9-inch Kindle Fire HD as a high-end media consumption tablet. It sports dual stereo speakers with Dolby Digital sound, a first for a tablet and a far cry from the iPad's single speaker.