Even though many expected Amazon to release in the upcoming months its new Kindle 2.0 e-book reader, the company’s spokesperson Craig Bergman explained that the product’s new version will be released "sometime next year at the earliest."

He also wanted to put an end to all the rumors about the launch, the new set of features and the targeted market. "Don't believe everything you read -- there's a lot of rumor and speculation out there about Kindle," he said, adding that the company will not focus its product on the student segment, as many articles claimed earlier this week.

Several reports released earlier this week discussed Amazon’s upcoming possible strategy, suggesting that the company might be developing the new Kindle for the $5.5 billion textbook market.

The move to keep the current version in production might have two explanations: on one hand, in order to properly develop the updates and several new useful features, the work process must not be rushed and on the other hand, the company does not feel preasured into bringing a new product on the market, as the Kindle has been extremely successful so far and the sales seem to keep the same trend.

Amazon did not disclose any sales figures, but it seems that the company sold more than 200,000 units so far. The Kindle retailed for $399 and in May, the company decided to cut the price down to $359.

The strategy to disclose as little information as possible has been extremely successful for Apple and it seems to also do the trick for Amazon, as news papers and bloggers bring up the company and its product on a weekly basis.