When Amazon first introduced the Kindle, many pundits were already comparing it to Apple’s introduction of the original iPod – predicting it would be a similar game changer for the book industry as Apple’s device was for the music industry. But the device’s design and marketing seemed slightly out of date for such a cutting edge device. Whilst very distinctive, it was hardly the kind of gorgeous design that gets heads turning.
Amazon’s marketing and redesign efforts for the introduction of the Kindle 2 have shown that Amazon has taken the criticism seriously and has made mimicking Apple’s success their new strategy: