The iPad’s newest rival will cost less than half its price: Amazon’s tablet, the Kindle Fire, will cost just $199, as opposed to $499 for the cheapest iPad. The tablet has a 7-inch display and will run on a customized version of Google’s Android operating system. Analysts expect Amazon’s device to be the first real challenger to the iPad, since Amazon’s digital offerings—books, movies, television shows, and music—match what Apple offers. Amazon CEO Jeff Bezos also unveiled a new touchscreen Kindle. The Kindle Touch will sell for $99, and $149 for a 3G-equipped version.