New Kindle Fire Rumor Raises KF to iPad Status for Inanity

Another Kindle Fire rumor was leaked last week and rather than giggle derisively at it, I thought I’d take the opportunity to point out that we’ve hit a new milestone. Rumors about the Kindle Fire no longer have to make any sense nor do they have to contain any useful info.

Take the most recent Digitimes rumor, for example.

Taiwan-based chassis maker Catcher Technology has recently received orders from Amazon for a new Kindle Fire tablet PC, according to sources from the upstream supply chain; however, Catcher has declined to comment about its clients.

Perhaps I’m missing something, but does this rumor tell us anything useful?

All I can see is that the KF2 will have a chassis from Catcher. Well, duh, we already knew it would have a chassis.

We all pretty much can assume that there is a new Kindle Fire coming, right? That’s an obvious probability, not a rumor.  So what exactly did the rumor above tell us?

Nothing, and that puts the rumor in the same category as the various leaks and rumors about unreleased iPads. Take the iPad 3 cable that I posted last year as an example. That cable told us nothing beyond the fact that another iPad was in the works (well, duh) and that it would use different parts from the iPad 2 (well, duh again).

Note that I’m not complaining about the rumors; I’m pointing out what it means for the Kindle Fire. The tablet is getting a level of attention that used to be reserved for the iPad. Interesting, no?

Of course, that really doesn’t tell us anything about the Kindle Fire. It doesn’t even give a hint about how popular the tablet is. But one conclusion we can draw from it is that the blogosphere is going to obsess on the topic of the Kindle Fire much like we do with the iPad.

That is going to be an important detail to keep in mind, because it’s going to influence all the blog coverage of the Kindle Fire.  In the future, you’ll need to take any editorials or pontifications about the Kindle Fire with a larger grain of salt. There’s a good chance that bloggers will be reading too much into each little detail about the KF. And that means that even the most minor change could be interpreted as a significant market shift, something that could make or break the new Kindle Fire.

TBH, the smart thing to do would be to ignore most if not all of the editorials about the hyped gadgets. We’re all blowing smoke anyway.

Nate Hoffelder

View posts by Nate Hoffelder
Nate Hoffelder is the founder and editor of The Digital Reader. He has been blogging about indie authors since 2010 while learning new tech skills weekly. He fixes author sites, and shares what he learns on The Digital Reader's blog. In his spare time, he fosters dogs for A Forever Home, a local rescue group.


  1. fjtorres26 March, 2012

    The extent that vapid rumors get spread around is proportional to a product’s mindshare. Which may not reflect the product’s marketshare but can often presage it.
    The rumors may be meaningless but the attention to all things Apple (or Amazon) isn’t; “There is no such thing as bad publicity” and the more the blogosphere focuses on the FIRE the less it’ll focus on its competitors.
    Perception can become reality, so if the rumor mill keeps acting as if the consumer tablet market is Apple and Amazon and nobody else, the competition’s road is only going to get harder.

    1. Nate Hoffelder26 March, 2012

      I disagree about mindshare. Pandigital has almost no mindshare, and yet they are one of the larger tablet maker in the US market. They sell more than Acer or Toshiba and yet they get less attention.

      Mindshare doesn’t tell us anything about the market. It only tells us things about the blogosphere.

      1. fjtorres26 March, 2012

        I’m not saying mindshare alone makes sales, but that *lack* of mindshare can lose you sales.

        Pandigital sells generic android tablets to people *already* looking for android tablets. Their customers are already vested in android. Their customers are most likely to see android tablet + cheap = buy.

        Amazon and Apple, however, are selling *their* ecosystems so mindshare matters there. Their high volume sales come from selling people on their brand first and the product second. A lot of their sales will come from people who will never hear about competitors; they’ll think “I want a tablet, I’ll get an iPad/Fire.” They’re not going for hobbyists or enthusiasts but more mainstream users just getting into the category.

        For that matter, what’s Pandigital’s total volume? A million units? They don’t show up independently listed in market reviews so it can’t be much more than that. They’re a relatively big fish among generic android tablets but nobody expects them to move 10-20 million tablets like amazon or 40 million like Apple, do they? They’re not a household name and aren’t likely to be one.

        If anything, they are the most likely to lose market share due to lack of mindshare.

      2. Mike Cane26 March, 2012

        >>>Pandigital has almost no mindshare, and yet they are one of the larger tablet maker in the US market. They sell more than Acer or Toshiba and yet they get less attention.

        Pandigital sells crap and I’d bet the number of truly satisfied customers is far lower than for any other label — except maybe Cruz. Coby sells crap too. Stay away from crap.


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