I think they are doing just fine. Also, bear in mind that Apple is making several hundred dollars profit on each iPad, while Amazon is losing $50 on each kFire they sell, according to Piper Jaffray analyst Gene Munster.
for a 7” tablet / pad, the goal price should be $50.
it is all a matter of mass production.
remember the early calculators?
remember the early digital watches?
we need a texas instraments determination to shrink the price.