Apple bosses are taking a positive view of the newest entrant to the tablet PC market, rather than feeling challenged by it, according to a report.

Business Insider reports that Barclays analyst Ben Reitzes met with Apple CEO Tim Cook and CFO Peter Oppenheimer, both of whom believe that the Kindle Fire will prove disruptive among the Android tablet market.

First Look: Amazon Kindle Fire

Priced at $199 (around £125) and due to hit the US market on 21 November, the Kindle Fire is a lot cheaper than other Android-based tablets. And though the Kindle Fire is Android-based, it isn't quite the same as other Android tablets.

As Business Insider's Jay Yarow points out, Android apps will look different on the Kindle Fire than than on other Android tablets and developers may find themselves in a position where they have to create one version of an app for Android tablets and another for the Kindle Fire.

The fragmentation the Kindle Fire causes could very well drive consumers to the iPad, Apple believes. Back when the Kindle Fire was announced, several analysts weighed in with their opinions on whether it would be a success - the general consensus was that though it might prove popular, it certainly wouldn't be an iPad killer.

Earlier this week Canalys predicted that the launch of the Kindle Fire in the run-up to Christmas will see Amazon grab second place in the US tablet market, with sales of two million Kindle Fires expected in the fourth quarter.