Recently Amazon have aired an ad that makes fun of the iPads readability (or lack thereof) in bright sunlight.
In my opinion this is a huge mistake. The two products are complementary not competitive. What Amazon should be doing is comparing their Kindle Library to the Apple iBook Library. Content is king, devices will come and go, ones e-book library will by contrast persist for much longer.
Amazon’s Kindle library can be accessed on a wide range of devices, including the iPad no less. Making fun of a platform that you officially support is rather silly. Do Amazon really want to sell Kindles or do they want to sell Kindle books? Kindles are merely a delivery mechanism for the real product, a book, magazine, newspaper etc.
There are so many great things about the Kindle ecosystem that they could promote, the device isn’t that important. The fact that the 3g model has free worldwide 3g without any monthly cost or commitments is quite frankly amazing, push this and compare to the price of the iPads data plan. Free vs $$$ per month.
Learn more about the Kindle here.