
But this is the first holiday season in which the iPad faces competitors that have built up a solid footing in the market. Amazon and Google
introduced tablets just in time for the shopping rush. As a result,
many consumers and analysts say, the new market of keyboardless
computers is quickly becoming as confusing as that of the old-school PC.
Holiday shoppers with a tablet computer on their gift list this year might be forgiven for feeling a little panicked.
Look at the tablets available online or at a consumer electronics store
and it can be dizzying to choose from among the dozens of slim
rectangles with touch screens — each with various sizes, features,
prices and applications.
Tablets were supposed to be a simple alternative to the bloated personal
computer market. And when “tablet” was synonymous with “iPad,” that was
true.

“What’s different about this holiday season is that consumers have not
just more choice, but really good choices,” said Sarah Rotman Epps, who
studies consumer computing trends at Forrester. “There have been many
iPad wannabes but no real quality alternatives, and now there are
several.”
While choice is a good thing for consumers, she said, it also makes shopping “confusing and complicated.”
For the companies that make tablets, the choice means everything. The
stakes are much higher than the sale of individual devices. Each company
is trying to snag lifelong customers for their other products — like
music, apps, e-books, movies, Web search or word-processing software.