Customers try iPad tablets on display at a new Apple store during its official oppening in Strasbourg September 15, 2012. 
 
 SAN FRANCISCO | 
 
 SAN FRANCISCO (Reuters) - Apple Inc on Tuesday invited members of the media to an event next week where it is expected to challenge rivals Amazon.com Inc and Google Inc with a less expensive and smaller version of its popular iPad tablet. 
 
 The October 23 event will be held at the California Theatre in San Jose, Apple said in an invitation did not reveal details of the event, but hinted at something small with the words: "We've got a little more to show you." 
 
 An Apple spokeswoman declined to give any further details. 
 
 Wall Street analysts have said for months that Apple is planning a smaller, less expensive version of its popular iPad to take on cheaper competing devices. 
 
 Apple launches are some of the hottest events on the tech calendar, scrutinized by fans, investors, the media and industry insiders alike. 
 
 Apple now has just one 9.7-inch iPad, though it does come with various storage options and starts at $499. The previous version, or iPad 2, is available now for $399. 
 
 The new smaller tablet is expected to feature a display that is between 7 inches and 8 inches. Wall Street analysts expect Apple will price the new tablet between $199 and $299. 
 
 A smaller iPad will directly compete with e-commerce giant Amazon's Kindle Fire HD tablet and Google's Nexus 7, both of which have 7-inch screens and are priced at $199. The first Kindle Fire, launched last year, went on to grab about a fifth of the U.S. tablet market. 
 
 The California Theatre is not one of Apple's go-to venues for product launches but the company has used the location before, including in 2004 to unveil the Special Edition U2 iPod, along with a performance by the rock band U2. 
 
 (Editing by Lisa Von Ahn and David Gregorio) ||||| After announcing its Surface tablets nearly four months ago, Microsoft has now unveiled the pricing for both of its ARM-based Surface RT tablets at its Microsoft online stores. The 10.6-inch Surface, powered by Windows RT, will go on sale on October 26th and will be priced starting at $499 for the 32GB version without Touch Cover and a 32GB version with the Touch Cover for $599. Microsoft is also offering 64GB model for $699 with a Touch Cover included. The 9.3mm thin tablet weighs just 1.5lbs and includes a built-in kickstand and vapor-deposited (PVD) magnesium case. 
 
 Microsoft listed its Surface pricing at its online Microsoft Store this morning, indicating that pre-orders will be available shortly. The company has also listed the prices for its Touch Cover, at $119.99 each, and Type Cover for $129.99. The Touch Cover appears to be available in white, red, black, blue, and purple colors – while the Type Cover is listed as a single item in black. 
 
 Microsoft's advertising campaign for its Surface devices has already kicked off, with Surface street art spotted in a number of US cities over the past few weeks. The software maker will hold a Surface reception event for press and analysts on October 25th, and some of the company's holiday pop-up stores will open at midnight on October 26th to start selling the tablets. 
 
 Update: Microsoft's online store listing has now gone offline. 
 
 Surface RT now available for pre-order in eight countries 
 
 Under the Surface: an inside look at how Microsoft's tablet came to be 
 
 Thanks, urosmiklavcic! 
 
 
 

– Microsoft's tablet price has finally been revealed: Earlier today, the Microsoft Store listed the 32-gigabyte Surface RT for $499. The price is "more than the retina-display competitive" and "seems right to make a major impact," writes Brian Barrett at Gizmodo, at $100 less than the retina-display iPad. If you want a covering keyboard, however, you'll have to shell out $100 extra; there's also a 64GB model for $599 sans keyboard. The gadget will hit stores October 26 and is available for preorder today. The prices are for the Surface with the Windows RT operating system. Another version, the Windows Surface, will be more akin to the full PC experience, but its price hasn't yet been announced. The RT tablet weighs 1.5 pounds, notes the Verge; we've got more details here. Reuters reports that rival Apple, perhaps aiming to steal a little Surface thunder, today announced a special event for October 23—rumored to be the launch of the mini iPad.