Apple’s iPad vs. Amazon’s Kindle: It’s On!

I’ve seen a few news stories over the past few days that lead me to believe that the competition between Apple and Amazon for ereader market share is heating up. Amazon has recently made a push to get the Kindle into brick and mortar stores (Target, Staples, Best Buy) and it looks like Apple is doing the same. According to Engadget, there’s a rumor going around that the iPad will be in Target stores in time for the holidays. A tipster sent them a photo of a Target PDA than indicates a new product is coming to the electronics department and will cost $599. That sounds suspiciously like the iPad, right? The set date for the mystery product’s debut is October 3rd.

And then there’s Amazon’s new Kindle commercial, which takes on the iPad directly by pointing out that you can’t read it in direct sunlight. Amazon also highlights the fact that the Kindle is only $139. Check it out:

Oh yeah, it’s on! Amazon’s previous commercial (woman reading on the beach) was a much more subtle dig at Apple, but now they’ve abandoned subtlety for a more in your face approach. I’m loving the line, “I actually paid more for these sunglasses.”

So what do you think? Is this all in good fun? Or do Amazon and Apple consider each other serious competition?

Follow me on Twitter @kristendaemons

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