As Apple demonstrated itself with the iPod and iPad, the way to take control of a market is to redefine it around a model that favors your products. Last week, Amazon took a page from Steve Jobs' book, both in how it presented the new Kindle line and in how this line shifts the market dynamic from one that favors Apple to one that favors Amazon. CEO Jeff Bezos even had a "one more thing" ending that Tim Cook will find it hard to top. In addition, Amazon's tablet group appears to be showcasing what Microsoft likely could have done to better combat Apple but didn't. 
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