Mac news from outside the reality distortion field
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November 20, 2007, 8:25 am

Amazon’s Kindle: the iPod of spin

picture-5.jpgJeff Bezos didn’t actually call Amazon’s (AMZN) new Kindle e-book reader the iPod of anything. The phrase was Steve Levy’s, who used it high up in his Newsweek cover story.

“Though Bezos is reluctant to make the comparison,” he wrote, “Amazon believes it has created the iPod of reading.” (link)

Never mind that book reading seems to be a dying art while the appetite for passive entertainment with a soundtrack grows unabated. Or that Apple (AAPL) has sold more than 100 million iPods, while total sales of e-book readers is probably about 100,000, according to today’s Wall Street Journal. Or that Sony (SNE), Philips, Xerox, Gemstar, iRex, and Barnes and Noble have all built e-readers that never quite caught on — at least not well enough to achieve iPod status.

Still, Levy’s phrase became the metaphor — or is it a simile? — that launched a hundred flattering headlines.

  • Wall Street Journal: “The iPod of eBook Readers?”
  • AppleInsider: “Amazon’s New Kindle Dubbed the iPod of Reading,”
  • Gizmodo: “Amazon Kindle Official details: $399, ‘Whispernet’ EV-DO, the ‘iPod of Reading’ “
  • Pocket-lint: “Amazon Unveils ‘the iPod of Reading’ “
  • Electronista: “Amazon Intros Kindle, the ‘iPod of Reading’”

And so on. A Google News search on “iPod of reading” turned up more than 580 stories this morning, many of them using the phrase, a few attributing it to Bezos.

More broadly, a Google search of “the iPod of” anything turns up more than 760,000 hits. You’ll find the iPod of phones, the iPod of printers, the iPod of cars, the iPod of the brain, the iPod of recovery, the iPod of integration, the iPod of for-pay Internet video, the iPod of the hotel industry, and yes, the iPod of spin.

The iPod, it seems, has become an all-purpose metaphor, short-hand that saves publicists, journalists, bloggers and everybody else the necessity of having to think too hard about what something actually is.

What is Kindle? You can see the specs on Amazon’s product page. But this is a case where watching a video may be more useful than reading about it (dying art, remember?). To see Amazon’s demo, click on the image below.

picture-3.jpg

I think all of you are being very short sighted.

“It’s huge”…well, it’s as big as it needs to be in order to read comfortably..it’s not a cell phone/ipod. Future version may “virtualize” the keys on a touch screen to make it a little smaller, but screen size needs to at least stay as large as it is.

“eBooks are a failed concept”. No it’s not, it’s just been poorly implemented. This thing wireless connects and downloads material, which no “eBook” has ever done. I know I have been sitting in the airport many times and would love to be able to wireless download a book instead of fishing my way through crowds to buy a paperback.

“People like the feel of books”. Yes, I guess I “like” the feel of a book when compared to eBooks, but when I start reading I get engrossed in the material and don’t exactly skim the paragraphs just so I can get to the luxurious page turning experience. I’d prefer a book when I’m at home and curled up on the couch, but I’d prefer a Kindle just about anywhere else.

Whenever they up the screen quality for hi-res color and add a headphone plug (so you can start downloading A/V as well) AND have the wireless connectivity to download what you want form Amazon, then all of you will not be calling this an “eBook”. Apple may take note and build an iEverything to compete with this, but they’ll have to build a store comparable to what Amazon has in order to make it competitive. Amazon has a big head start in that area.

Posted By Kevin, Phoenix, AZ : December 14, 2007 11:25 am

1) who the heck is the web developer of this page? one of the most basic of web design rules is DO NOT use Serif fonts, they are more difficult to read on the web, use a Sans-Serif font. this is horrible u.i. design.

2) this Kindle is ridiculous, it’s a joke right, just a spoof concept - very Onion-like?! please, for all that is good in the world tell me this is a gag. a) it’s huge, who the heck wants to carry around a tablet the size of those Moses himself made? people want technology that fits in their pocket, this is like carrying a school book; b) Newton - nuff said; c) the product design is foolish, white on white with buttons that are difficult to read or view. did they do any usability or QA, looks like a first draft.

3) stop making eBooks people!! it’s a failed concept, the people who do read like the feel of paper and being able to easily bookmark. books are not like vinyl records or cassettes which could be moved to mp3, people like the paper feel. plus reading a 200-500 page book on electric device is eye-straining, then you have screen glare, it will never work unless they stop trying to reinvent the same failed products from 1999-2000 and think new, not refreshed. lastly, if it was a viable market, don’t you think Apple would’ve already explored it. as someone else said, this will be on the failed tech garbage heap in 2-3 years.

Posted By Travis, Hartford, CT : November 26, 2007 5:59 pm

Define “old people”…there are quite a few aging “baby boomers” and “baby buster” around who still remember how to read. I’m guessing that enough techie folks will be buying these for their parents to justify a 2.0 effort.

Posted By John A, Falls Church, VA : November 26, 2007 5:58 pm

It resembles a personal organizer from the 1980’s. It might go well with someones 30-gig brown zune!

Posted By doc, NYC, NY : November 24, 2007 10:17 pm

I was going to invoke the Newton as well, but Shawn did it first. Sign me up for a ‘me too’.

1000 Days

Posted By Douglas : November 21, 2007 4:31 pm

“Besides, who really reads books besides old people?”

…might just be one of the most depressing (and thankfully inaccurate) statements I’ve heard in quite some time.

Posted By Shanna, Baton Rouge, LA : November 21, 2007 12:10 pm

That thing is huge! It looks like it was invented around the time that fire was discovered. That thing will never become as ubiquitous as the iPod. Besides, who really reads books besides old people? 95% of today’s information is just a few mouse clicks away.

Posted By Yadgyu, Harkeyville, TX : November 20, 2007 6:20 pm

While “the iPod of …” has become a cliché to describe any product with a semblance of distilled design sensibilities emanating from Cupertino, there is one fundamental strategic reason why Kindle won’t be like the iPod: content. The iPod had it, Kindle doesn’t. Read why here:

“Why is the new Kindle eBook reader from Amazon and not Apple?”
http://counternotions.com/2007/11/19/kindle-vs-iphone/

Posted By Kontra : November 20, 2007 12:10 pm

If/when Apple puts out a multi-touch tablet larger than the iphone the Kindle will be finished. Besides the ability to turn pages, enlarge text by just touching the screen (versus the clunky keypad/button Kindle interface)the “iTablet” will probably have high end graphics and visuals, the safari browser plus all kinds of other apps. Sorry Kindle is “walking-dead” tech - reminds me of tape-deck Sony Walkman in the age of digital music players.

Posted By Sam, Victoria : November 20, 2007 12:07 pm

I’ve used the Kindle. I can guarantee it won’t be the iPod of anything. It will be a geek toy that will disappear within 2 years.

Bezos just found his Newton.


Shawn King
Host/Executive Producer
Your Mac Life
http://www.yourmaclifeshow.com

Posted By Shawn King, Westport, CT : November 20, 2007 11:33 am

A financial services provider in Philadelphia created an entire new division to develop “the iPod or Google of the financial services industry” seemingly without a clue what it means other than “successful.”

Posted By Steve, Philadelphia PA : November 20, 2007 9:59 am
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Philip Elmer-DeWittSilicon Valley veterans like to joke that Steve Jobs must be surrounded by a reality distortion field; if you get too close to him, you start to believe what he's saying. Thanks to the success of the iPod, the launch of the iPhone and the renewed interest in the Mac, Apple has made believers out of millions of customers - and made a lot of investors rich. But Philip Elmer-DeWitt believes that an ounce of skepticism never hurts when writing about the company. He should know. He's been covering Apple - and watching Steve Jobs operate - since 1982, first for Time Magazine, then for Business 2.0, and now for Fortune.
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