#FF00AA

A world where Kindle hardware sales pale in comparison to the iPad but where there’s a very popular Kindle app for iPad that competes against iBooks is not a bad situation for Amazon. Apple is only selling e-books for use on their own devices; Amazon is willing to sell e-books anywhere they can.

That ought to be updated with “should be” — yes, it would be the smartest strategy for Amazon to focus on selling their e-books on whatever platform can read them, but I don’t think that strategy should include a comparative TV ad that goes head-on against the iPad. This move just makes no sense to me.

I’m guessing they’re afraid that iPad users might stick with iBooks and not bother to download the Kindle app… but the correct answer to that is definitely not to antagonize the iOS fanboys.

(Disclaimer: I’ve only watched the ad with the sound off, so for all I know they say the iPad is awesome and the Kindle is just complementary. But somehow I doubt it. Even though that’s exactly what they should say.)