The three devices mentioned in the case are Amazon Kindle, Amazon Kindle Fire and Apple iPad.

By
analyzing the case, amazon kindle is only a reading device and not a full feature tablets which can be
compared to Apple’s iPad. It is mentioned that Bezos feared the launch of iPad mini as that might
pose a serious threat to kindle fire’s current sales and future forecasted sales. Apple should go ahead
with the launch of Apple iPad mini, which they eventually did in reality in November, 2012.

Amazon’s kindle fire is a basic tablet variant which replicates the functioning of a netbook which
means that it is not suitable to run heavy applications. Apple’s iPad mini on the other hand will be
packed with a faster processor and additional features like Accelerometer, gyro, compass, Siri and
will be compatible with the new facetime feature of Apple’s own making and boast a front and rear
camera. The amazon kindle app is already available for all iOS devices and all the books available on
amazon’s database can be accessed by apple users via any version of iPad. On top of all the available
books and texts available on amazon, users also get to access iTextbook, which actually would result
in iPad mini eroding the sales of kindle fire. This give apple iPad users a major advantage over all
other tablets working on different operating systems in terms of eBooks.

Amazon’s kindle fire also is faced with many challenges if Apple releases the mini version if their iPad
as the number of apps that are available on Appstore are more than amazon’s webstore and android
market combined. The developers are already hesitant to make certain apps specially designed for
amazon’s kindle and the apps developed for android market needs some twitching before it can run
on kindle fire. Apple, amazon and Google’s android all charge the developers a 30% margin so there
is no incentive for the developers to develop a specialized version of a particular app which works on
only a selected device. Kindle fire being an android tablet, and other competitors like Samsung, Sony
Motorola bringing in their android tablets which could technically replace a computer again is a
threat to the sales of kindle fire directly.

Lastly, with the reinvigoration of handheld gaming (valued at $57 billion globally in 2009) devices
apple can capitalize this growing market with iPad in general and specifically with iPad mini as the
size of the device is more manageable and portable than other large held iPads. According to
statistics, 15 million apps were downloaded from the app store by the end of 2011, and 25% of those
apps were in the gaming category. Gaming market is also set to boom globally and with the onset of
the A5 chipset which is to be introduced in the next iPads, apple sets to be a device favourable of
supporting heavy duty games.

This positions the Apple iPad mini as a multifunctional device which can handle various functions
apart from the usual tablet features of the kindle fire. With the option of a cellular support with sim
card slot, apple’s iPad mini is not restricted to only Wi-Fi connections for connectivity.

So, in conclusion, apple should release the iPad mini which is technically packed and possesses much
more features and does many other things than amazon’s kindle fire. Revisiting past data, amazon’s
kindle fire and iPad mini’s price difference of just $60 for a much superior device will attract buyers
from many different segments.
Kindle Fire Specifications

DISPLAY Type IPS LCD capacitive touchscreen, 16M colors

Size 7.0 inches, 137.9 cm2 (~60.5% screen-to-body ratio)

PLATFORM OS Android 2.3 (customized)

Chipset TI OMAP 4430

CPU Dual-core 1.0 GHz Cortex-A9

GPU PowerVR SGX540

MEMORY Card slot No

Internal 8GB 512MB RAM

CAMERA No

SOUND Loudspeaker Yes

3.5mm jack Yes

COMMS WLAN Wi-Fi 802.11 b/g/n

Bluetooth No

GPS No

Radio No

USB Proprietary

FEATURES Sensors Accelerometer

MP4/VP8 player
MP3/WAV/AAC/OGG/MIDI player
Organizer
Predictive text input

BATTERY Non-removable Li-Ion 4400 mAh battery

MISC Colors Black

Price About 120 EUR

Apple iPad 1st generation

BODY Dimensions 200 x 134.7 x 7.2 mm (7.87 x 5.30 x 0.28 in)

SIM No

DISPLAY Type IPS LCD capacitive touchscreen, 16M colors

Size 7.9 inches, 193.3 cm2 (~71.7% screen-to-body ratio)

Resolution 768 x 1024 pixels, 4:3 ratio (~162 ppi density)

PLATFORM OS iOS 6, upgradable to iOS 9.3.5

Chipset Apple A5 (45 nm)

CPU Dual-core 1.0 GHz Cortex-A9

GPU PowerVR SGX543MP2

MEMORY Card slot No

Internal 16GB 512MB RAM, 32GB 512MB RAM, 64GB 512MB RAM

MAIN Single 5 MP, AF

CAMERA
Video 1080p@30fps

SELFIE Single 1.2 MP

CAMERA
Features Face detection, FaceTime over Wi-Fi

Video 720p@30fps

SOUND Loudspeaker Yes, with stereo speakers

3.5mm jack Yes

COMMS WLAN Wi-Fi 802.11 a/b/g/n, dual-band

Bluetooth 4.0, A2DP, EDR

GPS No

Radio No

USB 2.0, proprietary reversible connector

FEATURES Sensors Accelerometer, gyro, compass

Siri natural language commands and dictation

BATTERY Non-removable Li-Po 4490 mAh battery (16.7 Wh)

Talk time Up to 10 h (multimedia)