Newsweek just published what’s almost a rebuttal to my last article. My headline: “Will the iPad Kill the Kindle?” Newsweek’s headline: “Why the iPad Hasn’t Killed the Kindle…”

It’s a good article, but what I really liked is the way that it answered an even bigger question. A few analysts had raised a darker possibility:that Amazon will kill the Kindle. What if Amazon decides it just doesn’t want to compete with the iPad, and then shifts all of its resources into marketing Kindle ebooks (to all the non-Kindle devices, like the iPad, the Blackberry, and the Droid)? But apparently Newsweek’s reporter broached that topic with Amazon’s CEO Jeff Bezos when the Kindle first began confronting the possible threat from the iPad last fall.

“I suggested to Bezos that maybe Amazon didn’t care about selling Kindle machines, that maybe the device wasn’t important. He said that wasn’t the case, but that ‘our goal with the Kindle device is separate from the Kindle bookstore.’

“Bezos insisted there is a market for ‘a purpose-built reading device,’ as he calls it. ‘It’s not a Swiss Army knife. It’s not going to do a bunch of different things. We believe reading deserves a dedicated device.'”


Of course, you can read what you want into that quote. (After all, separating the Kindle from the ebook would be the first step towards eventually abandoning the Kindle altogether.) But here’s how I understand what Amazon’s CEO is saying.

1. Amazon doesn’t need to sell Kindles in order to sell ebooks.

2. Amazon would still like to sell both Kindles and ebooks…