Nokia (NOK), Motorola, Amazon (AMZN) and Apple (AAPL) – All competitors?

Technology companies, Nokia Corporation (ADR)(NYSE:NOK), Motorola, Amazon.com, Inc.(NASDAQ:AMZN) and Apple Inc.(NASDAQ:AAPL) are all launching new smartphones in the coming days. This would be a challenge because smartphone penetration is already above the 50% mark. So most of the purchases will be upgrades and first time buys will be few in number.

Finland based Nokia along with Microsoft, its smartphone operating system partner are scheduled to hold an event in New York on September 5. They are likely to showcase the new Lumina smartphone which runs on Windows 8 OS. The launch of the Windows 8 Operating System is slated for October 26. Rumors are rife that Nokia will also introduce a Windows 8 tablet.

Motorola with partner Verizon is likely to launch its new phone on September 5 as well. The former being Google’s subsidiary, the device will surely run on Android. There also likely to introduce an updated tablet.

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The other company Amazon.com is all set to make an announcement on September 6. The company has already stepped into the tablet space with Fire. It had introduced its E-reader Kindle even before that. The company might now come out with a smartphone.

Lastly, Apple’s launch of iPhone 5 is slated for September 12.

All four products will surely hit the markets by the Christmas season, the time when sales will be highest. Which product will the consumer pick up? Will Nokia, Motorola and Amazon prove to be competition for Apple?  Or will Apple continue to be the leader?  We will know the answer in December.