or Connect
AppleInsider › Forums › Mobile › iPad › Amazon mocks iPad's glossy screen in new Kindle ad
New Posts  All Forums:Forum Nav:

Amazon mocks iPad's glossy screen in new Kindle ad

post #1 of 123
Thread Starter 
A new ad from Amazon pokes fun at the outdoor viewing capabilities of devices like the iPad while highlighting the low price of the third-generation Kindle.

The ad, which Geoffrey Fowler of the Wall Street Journal compares to the award-winning "Get a Mac" campaign, depicts a man trying to read an iPad-like device by the side of a pool. Unable to read, he asks the woman next to him how she is able to read her device in "this light."

"It's a Kindle. 139 dollars. I actually paid more for these sunglasses," the 'Kindle gal' says.

The ad's sunglasses comment refers to a quote from Amazon CEO Jeff Bezos during an interview. "At $139, some people spend more than that for their sunglasses," Bezos told journalist Charlie Rose in July.

During the interview, Bezos denied that he was worried about Apple's competing iPad, asserting that the iPad and Kindle can co-exist in a "multi-device world."

"The evidence is very clear that Kindle is a companion to tablet computers," Bezos said.

Amazon's Kindle, which debuted in 2007, utilizes E Ink display technology to allow users to read without the eye strain that often occurs when reading from LCD backlit displays.

When Apple's iPad was first announced, complete with its own iBooks digital bookstore, it was immediately labeled as a "Kindle killer." Just days after the iPad announcement, Bezos reassured investors in a quarterly earnings call, saying Amazon had sold "millions" of Kindles.

Despite the runaway success of the iPad, which sold its own "million" in just 28 days, Apple struggled early on to get publishers' content on the iPad. Pre-existing contracts with Amazon reportedly prevented publishers from putting their content on competing devices such as the iPad.

post #2 of 123
Apple will be busy selling $5+ Million per month.
post #3 of 123
Quote:
Originally Posted by mdriftmeyer View Post

Apple will be busy selling $5+ Million per month.

Amazon will be selling millions of kindles too.
post #4 of 123
It's pretty much the only thing that the Kindle is better at. The iPad has so many more features and is hitting way more markets than just eBooks. They should definitely consider a matte screen option tho...
Tech Apocalypse - Battle for the Sky.
Reply
Tech Apocalypse - Battle for the Sky.
Reply
post #5 of 123
It's a shame that Kindle chose to show the iPad with the brightness turned all the way down.
post #6 of 123
Truth be told, the e-ink is superior for outdoor reading in direct sunlight. My other half has a Nook (Barnes & Noble) and I was very impressed with how easy it is to read in the sun by the pool while on holiday.

These e-readers can easily co-exist with products like the iPad because they do one thing (and only one thing) very well. Anything beyond that is pushing it for the device.

That being said, we are both eagerly waiting for the v2 iPad.
post #7 of 123
They're right, but eventually Apple will solve the problem of screen glare on the iPad, and when they do the iPad will go from strength to strength (because it is more general purpose), while the Kindle goes the way of the iPod. It's only a matter of time since the problem has already been solved on the Kindle.
post #8 of 123
Amazon has a point, but it's not a deal breaker. The glare doesn't bother me usually. I could fault Amazon's Kindle for it's slow refresh, low-contrast display (about the same as newsprint). Not quite laser printing on bright white paper contrast. And yes, with a strong light source behind you (like a reading lamp), even the Kindle screen can suffer from diffuse glare. I own a 2nd gen Kindle, and I love it, but it's far from perfect.

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
Reply

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
Reply
post #9 of 123
Quote:
Originally Posted by Suddenly Newton View Post

Amazon has a point, but it's not a deal breaker.

While it's true that amazon has a point, it could be deal breaker to some people that are just looking for a good e-reader.
post #10 of 123
Yeah Apple - take that!

You're shinny screen is a POS!


OTH - we don't have any 'apps' or color (to speak of), not much of anything -
to tell the truth, we're a bit jealous.
As Ballmer said "you're selling more iPads than we'd like" - so
we 'junk-bonded' the price of our Kiddy - and
now we're gonna nail ur ass to the wall - so there
!
May the Blue Bird of Happiness leave a deposit with you and yours.
Reply
May the Blue Bird of Happiness leave a deposit with you and yours.
Reply
post #11 of 123
I think it's an effective ad. Simple and effective.
post #12 of 123
****, but there are better e-ink devices than the kindle, whilst in its class there are not any better devices than the ipad.
post #13 of 123
Good for the call-girl.
post #14 of 123
I think it's a fair marketing angle to be honest. They are completely different devices, which can both be used for reading eBooks.

The Kindle has a far nicer screen for reading, that is much more akin to the experience of reading normal books. It also has great battery life, and is smaller and lighter. A lot people seem to be ignorant of the fact that for certain things, the Kindle is better than the iPad and will be for years to come (due to e-ink vs tablet displays - a matte screen isn't going to change that).

The iPad is much more than just an ebook reader. It is also much better for certain types of reading because it doesnt suffer from the slow and less flexible e-ink display etc

I think Amazon are right, the Kindle is something you can have as well as a tablet. They DO compete, and Amazon has to make sure people realise why having a Kindle is better than an iPad for certain scenarios.

I personally am happy having both, and using my Kindle for longer, more sequential reading (or when I'm outside ).
post #15 of 123
It's only a matter of time before the kindle is annihilated either by a future generation of iPad or by an Apple product competing for the same market utilising e-Inks.
post #16 of 123
I actually thought it was a rather good advert. Why shouldn't Amazon play on the Kindle's strengths? That's exactly what you would expect them to do in an advert!

Although I have no intention of ever buying a Kindle, it's a perfectly fair comment to say that it's far better in the environment indicated in the advert. Ironically however, a pair of polarised sunglasses would dramatically help the iPad's cause. So the girl in the advert with the expensive sunglasses, would quite possibly have had no problems reading the iPad!
post #17 of 123
Meh! These products don't compete with each other, IMO. True, there is the bearest amount of crossover but prior to the iPad, I had no interest in owning a tablet like the kindle because I am not in the market for a one-trick pony e-reader. Frankly, such a device, while it appeals to some, shows no imagination. I'd say free is a pretty good price for it.
post #18 of 123
There is a Kindle App for iPad of course, so even as they push their own device, they are hedging their bets.
post #19 of 123
Would be nice to see how matters will change after sunset. The time of the day, when most people start reading books for leisure.
post #20 of 123
Quote:
Originally Posted by ascii View Post

They're right, but eventually Apple will solve the problem of screen glare on the iPad, and when they do the iPad will go from strength to strength (because it is more general purpose), while the Kindle goes the way of the iPod. It's only a matter of time since the problem has already been solved on the Kindle.

You'd think so, but it's unlikely. Only transflective LCD does well in direct sunlight, and it sort of looks like crap without backlighting--think PalmPilot. Apple also loves glossy display coatings, which don't help.

eInk is just a totally different technology than LCD. It's been in development a long time, and it works well with b/w. The development path for good color is still a couple of years away, and it will never be good for full-motion video, but it does what it does well. Check it out in person, get your hands on an eInk-based reader, and you'll see the difference.

For the record, I don't work for any of the companies involved, and I've been a Mac user since the 80s, so I'm not bashing Apple. The iPad is way cool, but I think eInk is better for reading.

As for the ad, it's fine until the Kindle girl smugly says she spent more on her sunglasses than her Kindle. Then I hate her.
post #21 of 123
The first thing I've bought for iPad after one week using it is a MATTE protective film (designed for iPad). It make iPad USABLE outdoor.

APPLE STOP GLOSSY MADNESS!!!!
MAKE REAL INNOVATIONS!!
post #22 of 123
Quote:
Originally Posted by Satorical View Post

eInk is just a totally different technology than LCD. It's been in development a long time, and it works well with b/w. The development path for good color is still a couple of years away, and it will never be good for full-motion video, but it does what it does well. Check it out in person, get your hands on an eInk-based reader, and you'll see the difference.

I have seen them before. I did notice the slow refresh but didn't know it was fundamentally different technology, just though it might be low-cost.

And as for that sunglasses remark, was that added in the editing room or what, because her mouth is hardly moving. Seems like in the original she just says "It's a Kindle," and smiles knowingly.
post #23 of 123
why reading at all? buy an ipod shuffle and enjoy the sun listening to a book! that's way cooler!

btw: also very cool: apple keynote in 180 seconds reduced to the jokes: http://www.youtube.com/watch?v=-24euRgImPg&hd=1

ps: please spread the link if you like the video! ;-)
post #24 of 123
How true, Amazon. I was trying to use my iPad to play a game outside in the shade yesterday but due to the location I was in had to give it up. Ironically, my 17" MacBook Pro has the $50 optional non-glare screen and works fine there. I hear Apple finally offers it on the 15" again, but not on the 13s. Makes no sense. Amazon hit a home run with this commercial!
post #25 of 123
Yes, but what about when you're lying in bed at night, which is where I personally do most of my reading (outside of the subway, that is)?

I'm not normally the defensive Apple fanboy, but I had a Kindle. The refresh rate and relatively limited amount of text displayed, combined with a display that could have easily had a backlight yet didn't, made for an almost unbearable reading experience.

I'm much more satisfied with my iPad and the Kindle app. Instantaneous page turns, and reading where I'll actually be more likely to read. (Forgive me, but outside of vacation time, who has time to sit outside and read, anyway?)
post #26 of 123
This ad makes sense. I own both the Kindle 3 and the iPad.
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
Reply
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
Reply
post #27 of 123
Glossy screens are pathetic, a plague on us.

I'll be one of the "in spite" of the screen buyers and straight away seek a matte coating.

Amazon is just fine mocking the mirror that is gloss screens.
you only have freedom in choice when you know you have no choice
Reply
you only have freedom in choice when you know you have no choice
Reply
post #28 of 123
Quote:
Originally Posted by matrix07 View Post

I think it's an effective ad. Simple and effective.

I know you read DF.
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
Reply
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
Reply
post #29 of 123
Wake me up when they actually use an iPad to compete against, in their ad.
post #30 of 123
Quote:
Originally Posted by iPlaid View Post

How true, Amazon. I was trying to use my iPad to play a game outside in the shade yesterday but due to the location I was in had to give it up. Ironically, my 17" MacBook Pro has the $50 optional non-glare screen and works fine there. I hear Apple finally offers it on the 15" again, but not on the 13s. Makes no sense. Amazon hit a home run with this commercial!

You're having problems with a backlit LED display for the iPad because of the gloss? Perhaps you should stop angling it up towards the shade.
post #31 of 123
This ad is absolutely great, equal in quality to the mac/PC campaign!
post #32 of 123
Amazon: "Forget the Mercedes. This is the greatest bicycle ever!"
post #33 of 123
and if he was wearing DARK shades, it might work fine too! Hell his squinting just being in the sun.
post #34 of 123
This would awesome on those two occasions in the year, lasting about an hour each, where I'll be reading in direct sunlight. I can't wait!!
post #35 of 123
Yup, if you want to read outside, the Kindle is the way to go. If you want to:

1. listen to music
2. play games
3. watch video
4. read anywhere other than outside
5. or use any one of thousands of apps...

then the iPad is the way to go.

Life is full of tradeoffs.
post #36 of 123
Quote:
Originally Posted by Quadra 610 View Post

Amazon: "Forget the Mercedes. This is the greatest bicycle ever!"

I bet there's a shit load more bicycles sold this year than Mercedes!

You make a good point though. These are two completely different things, making the ad slightly less relevant than Mac vs. PC.

I quite like it though.
post #37 of 123
I hated reading in sunlight before the Kindle and I still hate it so this doesn’t affect my reading habits, but that is a damn good commercial.
Dick Applebaum on whether the iPad is a personal computer: "BTW, I am posting this from my iPad pc while sitting on the throne... personal enough for you?"
Reply
Dick Applebaum on whether the iPad is a personal computer: "BTW, I am posting this from my iPad pc while sitting on the throne... personal enough for you?"
Reply
post #38 of 123
Quote:
Originally Posted by techapocalypse View Post

It's pretty much the only thing that the Kindle is better at. The iPad has so many more features

The Kindle does not randomly add features for feature's sake. It is not some sort of geek-fest.

Why oh why does everybody concentrate on what the Kindle will NOT do? It is an appliance which excels at a LIMITED number of functions.

Will the Kindle make you eggs and bacon in the morning? No. It is not designed to do that.

Will the Kindle squirt pink unicorns from its butt? No. It is not designed to do that.

Some people think that unless it can do everything it is no good. They don't appreciate elegance. They have no taste.
post #39 of 123
Quote:
Originally Posted by 2 cents View Post

Meh! These products don't compete with each other, IMO. True, there is the bearest amount of crossover



According to many posters here, the ereader function is what determined that Apple would use the old school 4x3 aspect ratio.

So far from that being a minor aspect of the iPad, many Apple fans maintain that the ereader function determined the basic shape and size of the entire device.
post #40 of 123
The glossy screen on my iMac is killing the whole experience.
I love my iMac. But it sucks having to close the curtains every time I watch a movie or something.

It's basically the only problem I have with it that I can't solve.
I will not buy another one, in a few years, if no anti-gloss is available.
New Posts  All Forums:Forum Nav:
  Return Home
  Back to Forum: iPad
AppleInsider › Forums › Mobile › iPad › Amazon mocks iPad's glossy screen in new Kindle ad