The Kindle Fire is a tablet computer version of Amazon.com's Kindle e-book reader. Announced on September 28, 2011, the Kindle Fire has a color 7-inch multi-touch display with IPS technology and runs a forked version of Google's Android operating system. The device_which includes access to the Amazon Appstore, streaming movies and TV shows, and Kindle's e-books_was released on November 15, 2011. The Kindle Fire retails for US$199. Estimates of the device's initial bill of materials ranged from $150 to $201.70. Analysts have projected the device to be a strong competitor to Apple's iPad, and that other Android device makers will suffer lost sales. Amazon's business strategy is to make money on the selling of digital content on the Fire, rather than through the device itself. The Kindle Fire's external dimensions are 7.5_4.7_0.45 inch (190_120_11_mm), with the visible area of the screen a little smaller than a standard 4_6" photograph.