The Kindle doesn’t include backlighting, using a display technology called E-Ink that doesn’t require (or offer) backlighting. The iPad, however, has higher resolution display that features backlighting, which some consider harder to read in situations with bright lighting, such as outsider during daylight.
Kindle dominated the dedicated e-reader market with its Kindle, with few devices intended to compete with it having much success. Apple’s iPad, however, has been a monster success, due in part to the fact that it can do much more than the Kindle, and because of its rich, high quality viewing experience.
Of course, Amazon offers a Kindle app on the iPad (and iPhone/iPod touch), as it does for the Mac, Windows, and even Android devices. Still, the company has remained aggressive with its dedicated Kindle hardware, having lowered the price for its entry-level device to US$139, as noted in the commercial.
Amazon Kindle Commercial