Apple has been rumored to plan something big this fall, ready to launch a big show with its next generation of iPhone, commonly referred to as iPhone 5.

Earlier speculation predicted an October launch, exactly one year after the release of the previous model, iPhone 4S, but some suggested that Apple is rushing the opening in order to compete with Samsung’s Galaxy S3 that was launched June in the U.S. market. It is possible, if those rumors hold true, to see iPhone 5 in September or even in August.

But Samsung is not the only company Apple has to be aware of at the moment.

A rumor recently speculated that Amazon is planning to launch an Android-based smartphone this year, according to “people with knowledge” sharing with Bloomberg. According to the report, hardware manufacturer in China, Foxconn, is working on Amazon’s first smartphone.

Amazon had started as an online book seller, but it expanded its business in the e-book reader production with various models of Kindle. The company also provided an affordable tablet, Kindle Fire, at only $199 for those who did not need all the fancy functions that Apple’s iPad had.

Rumor says the company is attempting to enter the smartphone market with devices that are much more affordable than the iPhone or other Android-based phones. Some started to refer Amazon’s phone as “Kindle Phone”.

Amazon has been reported to purchase wireless patents in advance, which may seen necessary considering all the legal issues going on between smartphone companies. Matt Gordon, who worked at Intellectual Ventures Management LLC, had been hired to help them protected from law suits.

People had expected this fall to be iPhone 5 vs. Galaxy S3. But Amazon Kindle Phone may become the dark horse in the smartphone market, if they bring an inexpensive, easy-to-use smartphone as the rumors suggest.

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