A long time ago, MediaTek used to be a dirty word. The company was known for making chips that were shoved inside devices that were clones of smartphones sold in the West. Today, that negative image is gone, and while MediaTek doesn’t power high-end phones on store shelves in countries like the UK or Germany, you can find MediaTek chips in devices from LG, Acer, and even Sony.

So when will we see the first Kindle to rock a MediaTek chip? Next year. So while yes, this news is a bit early, it should force companies like Qualcomm, NVIDIA, Broadcom, and even Intel to start questioning their prices.