10:30 AM -- Amazon.com Inc. (Nasdaq: AMZN) continues to gird its loins in advance of the Apple tablet's imminent release.

Yesterday, Amazon introduced a new more favorable revenue-sharing split to book publishers. Today, the retail giant is opening up the Kindle to developers, in order to compete with the Apple tablet's versatility.

Amazon says it expects to add "active content" (a.k.a. "apps") to the Kindle store later this year. Its Kindle Development Kit has already gone out to some partners, including gaming giant Electronic Arts Inc. (Nasdaq: ERTS).

Ian Freed, Amazon’s vice president for the Kindle, told The New York Times there will be apps available in three different pricing schemes: free, one-time payment, and monthly subscription.

Kindles that have already been sold will be remotely upgraded to be able to run these apps.

But don't expect apps that involve Internet voice-calling software, advertising, offensive materials, the collecting of customer information without consent, or the use of the Amazon and Kindle brands. These are forbidden under the Kindle store's guidelines.

— Erin Barker, Digital Content Reporter, Cable Digital News