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  • 18May

    Amazon Gears Up for Battle With Apple

    From NYT

    Since Apple announced its plans for the iPad, Amazon has shared few details about how it would respond to the competition for its Kindle. But over the last few weeks, it has offered some more clues.

    Lab 126, the division of Amazon responsible for building the Kindle, has been on a hiring binge, with dozens of new job listings on its Web site. Some are positions for testing and readying new products. And this suggests that the company might be preparing a new device.

    The announcement earlier this year about the iPad — with its high-contrast color screen, Web browser, games, applications and computing capabilities — brought a wave of of speculation over the future of Amazon’s e-reader.

    Steven P. Jobs, Apple’s chief executive, even referred to the Kindle while announcing the iPad iBookstore, saying: “Now Amazon’s done a great job of pioneering this functionality with the Kindle. And we’re going to stand on their shoulders and go a bit further.”

    After the iPad announcement, I debated with my colleague Brad Stone whether the iPad would kill the Kindle. I argued that the Kindle could never compete with the iPad’s user interface or hardware design. Brad said that the Kindle was here to stay, that it was a device “for book lovers, and the iPad is not.”

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