Amazon Hits Apple with New 'Three Kindles for the Price of an iPad' Commercial

MacRumors · Feb 9, 2012, 10:42 AM

With its prominent position in the smartphone and tablet markets, it's no surprise that Apple is a popular target in its competitors advertising as they seek to differentiate themselves from Apple even as they ride on the popularity of the company's brand and products. Samsung has been one of the most prominent users of this tactic lately with its series of ads showing Apple fans waiting in line for the next new product launch only to be wowed by the latest Samsung product being used by a passerby.

Back in 2010, Amazon took on the iPad with a Kindle ad touting its E Ink capabilities that provide superior viewing in direct sunlight. Amazon has now revived the original concept addressing readability in bright sunlight but augmenting it by promoting the Kindle's significantly lower pricing. The ad notes that customers can buy three Kindles for less than the price of an iPad, allowing everyone in the family to have their own device.

Quote:

Man: Hey, excuse me. That's the new Kindle, isn't it? $79.

Woman: Best way to read, even in sunlight.

Man: Yeah, but I mean if you want to watch movies, or surf the Web...

Woman: I've got a Kindle Fire for that.

Man: Three Kindles. That's got to be expensive.

Woman: Not really. Together they're still less than that. (nods at man's iPad)

With the Kindle Fire priced at $199 and the basic ad-supported Kindle priced at $79, two Kindle Fires and a Kindle would cost a total of $477, below the iPad's $499 entry-level price. Apple has been rumored to be planning to continue offering the iPad 2 as a lower-cost option once the company introduces the iPad 3 early next month, but Apple almost certainly will not match or come close to the Kindle Fire's pricing given the significant differences between the two devices.

Article Link: Amazon Hits Apple with New 'Three Kindles for the Price of an iPad' Commercial

Vasileios · Feb 9, 2012, 10:43 AM

On other news, three napkins are still less than one Kindle

blyan · Feb 9, 2012, 10:46 AM

Yeah, and I could buy like 3 Kia Rios for the price of a single Range Rover. That totally makes the Kia Rio a superior car, right you guys?

trainwrecka · Feb 9, 2012, 10:46 AM

Pretty effective commercial honestly. I know how much better the iPad is on... well, on everything, but to the average consumer...

alex00100 · 12:13 PM

Catchy!

And that says it all

Samskeyti · Feb 9, 2012, 10:47 AM

Price point > Quality

Am I right?

DDaddyx2 · Feb 9, 2012, 10:48 AM

Dennis Miller used to do a bit about buying things solely based on deals like 2-for-1:

"Hey folks, two of crap is still crap. If they really wanna screw you they'll give you three of these things."

badtzwang · Feb 9, 2012, 10:49 AM

Quote:

Originally Posted by Vasileios

On other news, three napkins are still less than one Kindle

Quote:

Originally Posted by blyan

Yeah, and I could buy like 3 Kia Rios for the price of a single Range Rover. That totally makes the Kia Rio a superior car, right you guys?

Let's be real guys ... you can't downplay the value proposition of getting 3 Kindles for the price of an iPad. I think Amazon is smart to play this angle since it puts some perspective on how much money you are really spending.

KnightWRX · Feb 9, 2012, 10:49 AM

Quote:

Originally Posted by blyan

Yeah, and I could buy like 3 Kia Rios for the price of a single Range Rover. That totally makes the Kia Rio a superior car, right you guys?

No, the fact that Range Rovers are bad trucks with poor reliability makes the Kia Rio a better car.

You could have picked a better comparison, like a Honda Ridgeline or Toyota Sequoia.

buckers · Feb 9, 2012, 10:49 AM

I think the point they're trying to convey is, value for money. Apple may put out higher quality products, but not all customers are willing to pay that much, especially in this economic climate.

Superken7 · Feb 9, 2012, 10:51 AM

Well, kindle stuff is more specialized: an iPad can hardly beat the reading experience of an e-ink screen (at least with traditional books), especially given how bad ibooks performs (at least on my original ipad, very crashy).

But it still amazes me that they advertise this as: "hey, I have this other device for browsing and watching movies, and it costs about the same!"

to which the guy should reply: "Hey, so I pay about the same and carry all that functionality with me in a single device!"

For me it is obvious that if you want ebook reading, an ebook is a better choice. For multimedia, just get a "real" tablet. IMHO.

But yeah, nice "try"/marketing.

kironin · Feb 9, 2012, 10:51 AM

Except I don't want a small screen like a Kindle. I'm using my iPad all the time for video and powerpoint slides.

Except the company I work with gave me an iPad 2 after the first month as a bonus. So it cost me nothing. I would not have been happy if the bonus was a Kindle.

ajvizzgamer101 · Feb 9, 2012, 10:52 AM

This commercial made me want a Kindle (Fire)... Samsung's SB commercial made me want to burn their HQ to the ground with Fire.

powers74 · 10:58 AM

Man, people love to make digs at Apple. So, I have to carry around three separate devices just in case I want to do something the iPad does? Oh, shewt, I could show you my portfolio, but I left my other tablet at home! Whatever helps them sell stuff I guess. Works for some, not for others. I know what my choice was.

MordechaiCarver · Feb 9, 2012, 10:53 AM

What they forgot is the sequel:

Man: Hey, I got the three Kindles...just like you! (digs around large bag) Got the $79 one because it's $79...(digs around again)...got the Kindle Touch because it's a touchscreen and 3G...hold on...(digs around again)...dammit, where is it?...Oh, here...and I got the Fire so I can watch movies and other...crap...I just dropped the other two.

Woman: Uh, yeah, that's why I got the iPad. All that crap in one easy to use tablet. And it's only $60 more than all three of those put together!

Man:

EDIT: Looks like I typed too long...Superken beat me too it.

spiderman0616 · Feb 9, 2012, 10:53 AM

How's this working out for PCs? Cheap PCs are declining in sales while expensive Macs are increasing.

rdhatch · Feb 9, 2012, 10:54 AM

I own and iPad 2 w/ Verizon and bought a Kindle Fire because it was so damn cheap.

I owned the Kindle Fire for 48 hours before I returned it to Best Buy. This is not an apples-to-apples comparison. The iPad is worth every penny over the alternative poor excuses for tablets.

I just can't wait for an iPad 3. I'll have one on day one if I can manage it!

Cheers.

Ryan

KnightWRX · Feb 9, 2012, 10:54 AM

Quote:

Originally Posted by Superken7

Well, kindle stuff is more specialized: an iPad can hardly beat the reading experience of an e-ink screen (at least with traditional books), especially given how bad ibooks performs (at least on my original ipad, very crashy).

But it still amazes me that they advertise this as: "hey, I have this other device for browsing and watching movies, and it costs about the same!"

to which the guy should reply: "Hey, so I pay about the same and carry all that functionality with me in a single device!"

For me it is obvious that if you want ebook reading, an ebook is a better choice. For multimedia, just get a "real" tablet. IMHO.

But yeah, nice "try"/marketing.

I think the point of the ad is that for the price, you get "more value", ie, a e-ink reader and a real tablet for multimedia needs.

This ignores the fact that the iPad can also do some limited content creation that a Kindle Fire does not, but Amazon is betting on most people not needing that.

InuNacho · Feb 9, 2012, 10:54 AM

Who wouldn't want a Kindle for each bathroom mounted next to the can for the price of one iPad?

samcraig · Feb 9, 2012, 10:56 AM

It's a great commercial that will appeal to many people. I am sure the commercial/specs/etc will all get slammed by many enthusiasts on here but that's pretty much a knee-jerk reaction for any company that isn't Apple. Nothing more. Nothing less..

JHankwitz · Feb 9, 2012, 10:57 AM

Three Kindles put together still can't perform like an iPad. You could buy 100Kindles, and combined they still couldn't perform like an iPad. So what's the point?

Ryth · Feb 9, 2012, 10:57 AM

Quote:

Originally Posted by blyan

Yeah, and I could buy like 3 Kia Rios for the price of a single Range Rover. That totally makes the Kia Rio a superior car, right you guys?

KIA makes really good cars now...especially the new Rio, Sportage, Optima, and Sorento.

You would have done better to compare it to a Yugo.

Nielsenius · Feb 9, 2012, 10:59 AM

Come on, guys. Everyone knows you need a Kindle for your house, work place, and car!

Dan-- · Feb 9, 2012, 10:59 AM

[Edit needed: "The ad notes that customers can buy three Kindles..."]

KnightWRX · Feb 9, 2012, 10:59 AM

Quote:

Originally Posted by JHankwitz

Three Kindles put together still can't perform like an iPad. You could buy 100Kindles, and combined they still couldn't perform like an iPad. So what's the point?

That's ok, the iPad can't perform like a single Kindle at e-Reading. Different devices, different functions, for different people.

Feb 9, 2012, 10:46 AM	#3
blyan macrumors member Join Date: Jun 2011 Location: Tacoma, WA	Yeah, and I could buy like 3 Kia Rios for the price of a single Range Rover. That totally makes the Kia Rio a superior car, right you guys?
	86

Feb 9, 2012, 10:46 AM	#4
trainwrecka macrumors regular Join Date: Apr 2007 Location: Texas	Pretty effective commercial honestly. I know how much better the iPad is on... well, on everything, but to the average consumer...
	44

Feb 9, 2012, 10:47 AM	#5
alex00100 macrumors regular Join Date: Mar 2011 Location: Moscow, Russia	Catchy! And that says it all __________________ 17" MacBook Pro 2011 2.2GHz 8gb iPad 3 3G 32gb iPhone 5 16gb Last edited by alex00100; Feb 9, 2012 at 12:13 PM.
	10

Feb 9, 2012, 10:48 AM	#7
DDaddyx2 macrumors member Join Date: Jan 2012 Location: Indianapolis, IN	Dennis Miller used to do a bit about buying things solely based on deals like 2-for-1: "Hey folks, two of crap is still crap. If they really wanna screw you they'll give you three of these things."
	44

Feb 9, 2012, 10:49 AM	#10
buckers macrumors 6502 Join Date: Aug 2010 Location: Anglesey, UK	I think the point they're trying to convey is, value for money. Apple may put out higher quality products, but not all customers are willing to pay that much, especially in this economic climate. __________________ Mike B Graduate Software Developer, UK 2012 iPad Mini 16GB 2010 13" MacBook Air iPhone 4 16GB 2000 iMac G3 CRT
	23

Feb 9, 2012, 10:43 AM	#2
Vasileios macrumors regular Join Date: Oct 2005 Location: Greece	On other news, three napkins are still less than one Kindle
	43

Feb 9, 2012, 10:47 AM	#6
Samskeyti macrumors member Join Date: Feb 2012	Price point > Quality Am I right?
	10

Feb 9, 2012, 10:51 AM	#11
Superken7 macrumors member Join Date: Feb 2011	Well, kindle stuff is more specialized: an iPad can hardly beat the reading experience of an e-ink screen (at least with traditional books), especially given how bad ibooks performs (at least on my original ipad, very crashy). But it still amazes me that they advertise this as: "hey, I have this other device for browsing and watching movies, and it costs about the same!" to which the guy should reply: "Hey, so I pay about the same and carry all that functionality with me in a single device!" For me it is obvious that if you want ebook reading, an ebook is a better choice. For multimedia, just get a "real" tablet. IMHO. But yeah, nice "try"/marketing.
	21

Feb 9, 2012, 10:51 AM	#12
kironin macrumors 6502 Join Date: May 2004 Location: Texas	Except I don't want a small screen like a Kindle. I'm using my iPad all the time for video and powerpoint slides. Except the company I work with gave me an iPad 2 after the first month as a bonus. So it cost me nothing. I would not have been happy if the bonus was a Kindle. __________________ White Macbook, 4GB RAM, 320GB HD / iPhone4S/iPad2 Texas Iaido and Houston San Shin Kai
	7

Feb 9, 2012, 10:52 AM	#13
ajvizzgamer101 macrumors 6502a Join Date: Mar 2008 Location: United States	This commercial made me want a Kindle (Fire)... Samsung's SB commercial made me want to burn their HQ to the ground with Fire. __________________ 500GB Macbook Pro 2007 (OS X Mountain Lion) 16GB iPhone 4 (iOS 6) 16GB iPhone 5 (iOS 6) 32GB iPad 2 (iOS 6)
	35

Feb 9, 2012, 10:52 AM	#14
powers74 macrumors 65816 Join Date: Aug 2008 Location: At the bend in the river	Man, people love to make digs at Apple. So, I have to carry around three separate devices just in case I want to do something the iPad does? Oh, shewt, I could show you my portfolio, but I left my other tablet at home! Whatever helps them sell stuff I guess. Works for some, not for others. I know what my choice was. __________________ "That's quite obsessive isn't it?!" -Ive Last edited by powers74; Feb 9, 2012 at 10:58 AM.
	17

Feb 9, 2012, 10:53 AM	#15
MordechaiCarver macrumors member Join Date: Nov 2011 Location: Lakewood, CO	What they forgot is the sequel: Man: Hey, I got the three Kindles...just like you! (digs around large bag) Got the $79 one because it's $79...(digs around again)...got the Kindle Touch because it's a touchscreen and 3G...hold on...(digs around again)...dammit, where is it?...Oh, here...and I got the Fire so I can watch movies and other...crap...I just dropped the other two. Woman: Uh, yeah, that's why I got the iPad. All that crap in one easy to use tablet. And it's only $60 more than all three of those put together! Man: EDIT: Looks like I typed too long...Superken beat me too it.
	22

Feb 9, 2012, 10:53 AM	#16
spiderman0616 macrumors 65816 Join Date: Aug 2010	How's this working out for PCs? Cheap PCs are declining in sales while expensive Macs are increasing. __________________ iPhone 5 16 GB black, iPhone 5 16 GB white, 3rd Gen iPad Black 32GB, 16 GB iPad Mini White, Airport Extreme, iPod Classic 120 GB, Macbook, 3rd Gen Apple TV, 2012 Mac Mini
	2

Feb 9, 2012, 10:54 AM	#17
rdhatch macrumors newbie Join Date: Nov 2007	Kindle Fire < iPad 2 I own and iPad 2 w/ Verizon and bought a Kindle Fire because it was so damn cheap. I owned the Kindle Fire for 48 hours before I returned it to Best Buy. This is not an apples-to-apples comparison. The iPad is worth every penny over the alternative poor excuses for tablets. I just can't wait for an iPad 3. I'll have one on day one if I can manage it! Cheers. Ryan __________________ 2 Eight-Core MacPros 2.8 GHz, 10 GB DDR2 1 MacBook Pro 15" - 2.4 GHz, 4GB DDR2 4 Mac Minis 2 Apple TVs White iPhone 3G 16GB 2 30" Cinema Displays
	11

Feb 9, 2012, 10:54 AM	#19
InuNacho macrumors 6502a Join Date: Apr 2008 Location: In that one place	Who wouldn't want a Kindle for each bathroom mounted next to the can for the price of one iPad?
	3

Feb 9, 2012, 10:56 AM	#20
samcraig macrumors G4 Join Date: Jun 2009	It's a great commercial that will appeal to many people. I am sure the commercial/specs/etc will all get slammed by many enthusiasts on here but that's pretty much a knee-jerk reaction for any company that isn't Apple. Nothing more. Nothing less..
	1

Feb 9, 2012, 10:57 AM	#21
JHankwitz macrumors 65816 Join Date: Oct 2005 Location: Wisconsin	Three Kindles put together still can't perform like an iPad. You could buy 100Kindles, and combined they still couldn't perform like an iPad. So what's the point?
	-4

Feb 9, 2012, 10:59 AM	#23
Nielsenius macrumors 6502a Join Date: Apr 2011 Location: Virginia	Come on, guys. Everyone knows you need a Kindle for your house, work place, and car! __________________ 15" MacBook Pro with Retina Display 27" Cinema Display iPhone 5
	4

Feb 9, 2012, 10:59 AM	#24
Dan-- macrumors regular Join Date: Jul 2008	[Edit needed: "The ad notes that customers can buy three Kindles..."]
	4

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