> Amazon.com CEO Jeff Bezos says that his company won’t try to make the Kindle more iPad-like. At the company’s annual shareholder meeting Tuesday, Bezos stressed that the Kindle targets what he calls “serious readers,” while the iPad aims for a far broader audience. > > Of course, [the *Wall Street Journal* reports](http://online.wsj.com/article/SB10001424052748704026204575266511732770180.html) that Bezos added: “90 percent of households are not serious reading households.” via [macworld.com](http://www.macworld.com/article/151554/2010/05/amazon_kindle_ipad.html?lsrc=rss_main)…

> The moves are just another example of Amazon [rethinking its Kindle platform](http://www.appleinsider.com/articles/10/02/08/amazon_rethinking_kindle_in_the_wake_of_apple_ipad.html) following Apple’s iPad announcement. The company recently purchased [millions of Kindles](http://www.appleinsider.com/articles/10/02/03/amazon_acquires_touch_screen_maker_for_future_kindle_project.html'>touch-screen maker Touchco, which it plans to incorporate into the Kindle's hardware division for a future version of the device. Amazon has said it has sold via [appleinsider.com](http:…