Why Your Kindle Has the Blues

Why does the Kindle Fire HDX have that blue tint around the edges of the touchscreen? Amazon says it’s actually to improve overall color: “Most LCD displays use white LEDs, and then apply filters to extract the desired color. The result is oftentimes a compromise to tone and color accuracy, or—if attempting to address these compromises—an increase in battery consumption and, thus, device weight. We’ve taken a different approach. To achieve perfect color accuracy on the Kindle Fire HDX 7-inch at the lowest possible battery consumption and weight, we used blue, not white, LEDs. Blue LEDs allow for a much more accurate and rich representation of color and result in an up to 20 percent improvement in power efficiency.” Amazon was selling the device for $229 at press time.
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