Edible Apple

Citing sources familiar with the matter, Bloomberg reports that Amazon is eyeing August as a launch window for the next iteration of its Kindle e-book reader.

The device will be thinner and have a more responsive screen with a sharper picture, the people said, who didn’t want to be identified because the plans aren’t public. The new Kindle won’t include a touch screen or color, they said.

So basically, this update won’t be anything special.

Still, Amazon by all accounts remains committed to revamping the Kindle to better compete with the iPad, which seemingly came out of nowhere and has already sold over 2 million units. Back in February, Amazon purchased a touchscreen company called TouchCo, and more recently, the company has been looking to hire engineers with a background in color LCD displays. Regarding color screens on e-book readers, Amazon CEO Jeff Bezos told attendees at a recent shareholder meeting that while he’s seen some prototypes in the lab, the technology “isn’t quite ready for prime-time production.”