Kindle Is Fine for Reading Books in Black and White

By Don Reisinger  |  Posted 2010-12-01 Print this article Print


5. It goes beyond books 

Books might be the main reason consumers initially invest in an e-reader, but they soon want more. Since it's not just an e-reader, Apple's iPad handles a lot more than just books. Bingo! When it comes to other content, such as magazines and blogs, the Kindle can't compare on any level with the iPad. Consumers are quickly starting to figure that out, which is why they are opting for Apple's tablet over Amazon's option. 

6. The screen, the screen, the screen 

Consumers are attracted by the beauty of a nice display. They see possibilities in it, and they want to get their hands on it. That's why when users compare the iPad's display with the Kindle's, Amazon's device doesn't stand a chance. The e-retailer's product features e-ink technology, which might be great for reading a book, but it isn't great for just about everything else. The iPad's display is bright and high-quality, and that's an alluring feature for consumers.

7. Apple promotes it effectively 

Apple is masterful at promoting products. It knows how to quickly strike a chord with consumers without necessarily inundating them with all the many features the company's product offers. Amazon, on the other hand, hasn't been as successful at marketing the Kindle. That's likely another factor that caused the company's e-reader to trail behind the iPad over these past few months. Advertising is extremely important, and no other company understands that better than Apple. 

8. Color 

As mentioned, the Kindle's screen can't compare with the iPad's, but the issue goes beyond just the basic look of that display. Amazon's offering is black-and-white; Apple's tablet features a full-color display. Because of that, consumers get a far better experience reading content on the iPad than they do on the Kindle. It's more life-like, and there are a lot of books on the market with color illustration. A color screen has natural appeal to consumers.  

9. Apple sees it as the next frontier 

When it first launched the iPad, Apple made it clear that it wanted to be a major player in the e-reader market. It seems to believe that the space is the next frontier in entertainment and that makes it a space where Apple wants to be exceptionally successful. That focus only spells trouble for Amazon. 

10. The numbers are overwhelming 

In the end, market share comes down to total sales, and, for now, it doesn't seem like Amazon will have much luck keeping up. During its last reported quarter, Apple announced that it sold 4.1 million iPad units. Amazon doesn't reveal Kindle unit sales. Regardless, it's facing a juggernaut. With millions of iPad units entering the consumer market with each passing quarter, it will become increasingly difficult for Amazon to hold Apple back.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

Submit a Comment

Loading Comments...
Manage your Newsletters: Login   Register My Newsletters

Rocket Fuel