The Apple iPad almost singlehandedly established the tablet market as we know it today, but arguably more impressive has been Apple's success in building on its head start, easily coming out on top of every rival that's come along fancying a share of the tablet spotlight.
Amazon's Kindle Fire is the latest pretender to the throne, and has probably been the most credible threat to Apple's tablet dominance yet. But is Amazon's tablet fire already starting to burn low?
Barclays analyst Ben Reitzes certainly seems to think so, telling investors this week that the move to cut the previous-generation iPad 2's price in the wake of the new iPad's arrival “has seemed to offset some of the original threat of the lower priced Fire”.
“Many consumers seem willing to pay $399 for a feature packed tablet with a strong and developed ecosystem rather than $199 for a relatively underpowered tablet.”
The use of the figures in dollars servers as a timely reminder that Amazon still isn't showing any signs of launching the Kindle Fire internationally – despite near-constant rumours that the online retail colossus has serious ambitions of becoming an established player in the mobile hardware arena.
Things certainly got off to a good start, too: according to IDC, Amazon sold around 4.8 million Kindle Fire's in the tablet's launch quarter leading up to Christmas. But it's a different story in Q1 2012, as the newly affordable iPad 2 saw sales of its Android rival dropping to just 750,000.
It leaves us asking a simple question: will Amazon's time in the tablet limelight have come and gone before we even get to see one here in the UK?