Analyst: Apple iPad owners outnumber Amazon Kindle’s

invisibleSHIELD case for iPad“Apple’s iPad has surpassed the estimated ownership base of the Amazon Kindle, according to a July 21 analyst report, and it could exert considerable long-term pressure on the e-reader—as well as erode’s leverage with publishers,” Nicholas Kolakowski reports for eWeek. “‘Last night, Apple stated it has shipped 3.27 [million] iPads since the April product launch, surpassing our estimate for an installed base of [around 3 million] Amazon Kindles to date despite supply constraints,’ Marianne Wolk, an analyst with Susquehanna Financial Group, wrote in a co-authored research note to investors.”

Kolakowski reports, “‘As [Apple’s] supply constraints ease, Apple iPad shipments should ramp and it could ship as many as 12-15 [million] iPads in 2010—a compelling base for publishers to consider,’ Wolk wrote. ‘At these rates, the iPad should dwarf the installed base of Amazon’s dedicated Kindle eReader. Thus, Amazon could see its share of eBooks diminish as Apple’s iPad continues to gain traction.'”

“Apple sold 3.27 million iPads in the third fiscal quarter of 2010, contributing to its total revenue of $15.7 billion and a net quarterly profit of $3.25 billion,” Kolakowski reports. “Analyst firm iSuppli predicted in a July 20 research note that Apple would ship 12.9 million iPads in 2010, followed by 36.5 million in 2011 and 50.4 million in 2012.”

Full article here.

MacDailyNews Note: Amazon’s Kindle was first released on November 19, 2007; 32 months on the market. Apple’s iPad was first released on April 3, 2010; through June 26 (the end of Apple’s reporting period), that’s less than 3 months on the market.


  1. I wonder how many Windows-based tablets were sold in total in the 10 years prior to the introduction of the iPad? and how long before the number of iPads sold exceeds that number? (if not already…)

  2. Kindle sales are year over tear up- last time I checked increasing sales are good. Next, the Kindle app is currently better than Apple’s iBooks. As to selection, it’s not even close. go look up 10 books you own or would like to read on both stores. Chances are high that most are on the Kindle and very few on Apple’s store. I cannot name a title Apple has that isn’t on the Kindle store.
    Doesn’t matter how much you like Apple’s app- the content is not there yet. Fanboism is no substitute for reality.

  3. I’m an iPad owner and have bought books from both Apple and Kindle since the purchase. One thing to consider; ALL Kindle owners will buy books since that is all it does, NOT ALL and probably a minority will buy books for the iPad.

  4. @not so fast. Looks like you are missing the bottom line. Every book you can get for the kindle, you can get for the iPad (using the kindle app). The numbers must be about the sold hardware.
    Let’s go faster. Go iPad go.

  5. @ Not So Fast

    You’re right.

    It was brilliant of Amazon to provide an app on the iPad. Amazon is a book seller, not an iPad competitor. The Kindle is just the razor and the books are the blade.

    As long as there is a price differential there will be a market for the Kindle. There is room for both.

    BTW, a friend of mine says you never want to kill the competition. If you can kill the competition it might mean there is not room for both of you which means eventually there may not be room (there may not be a market for) you.

    I dont think the iPad was ever thought of by Apple as a Kindle killer. Apple has a bigger target.

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