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Amazon's "Fire" vs Apple's "iPhone" Pro's & Cons Business & Stock Review. Amazon's 7-Inch Tablet Called "Fire" Will Cost $199 will Rival Apple Iphone. Amazon is unveiling today a tablet, called the Fire, that may not have all the same features as an iPad, but will start at a much lower price. According to a Bloomberg report citing Amazon executives, it will cost $199, compared to the iPad, which starts at $499. Initially, it appears the Kindle Fire will be more of a color version of the Kindle e-reader than a true competitor to the iPad. The device will have a 7-inch display (3-inches shy of the iPad), and will run Google's Android software, but it won't have an embedded camera or microphone. Additionally, it will come with Wi-Fi, but not 3G. All Things D's Peter Kafka is live in New York to cover all of the proceedings. As rumored previously, the device will come with a 30-day free trial of Amazon Prime, the Seattle company's $79 annual membership, which includes free two-day shipping, but also some content, like streaming video.