Following in the footsteps of Microsoft and Nokia, Amazon has released a new television commercial for its Kindle Fire HDX tablet, in which it takes a shot at Apple's flagship tablet, iPad Air.
The television commercial not only doesn't hesitate to directly compare the iPad Air with the Amazon Kindle Fire HDX, it also in a way mocks Apple's design chief Jony Ive as the voice talking about Apple's tablet sounds similar to Ive's and sports a British accent mouthing out vague superlatives like 'magical.'
The commercial begins with the iPad Air appearing on the screen and the British voice introducing it as, "This is the magical new iPad Air with Retina display." The scene cuts to the Kindle Fire HDX 8.9, with an American voice introducing it and proclaiming that it has a million more pixels than the iPad Air.
The iPad Air makes an appearance again with the British voice calling it 'astonishingly light' to which we see a counter argument stating that the Kindle Fire HDX 8.9 is 20 percent lighter than the iPad Air.
The focus changes again to the iPad Air with the voiceover boasting about the iPad's $499 price which the Kindle side counters by announcing the $379 price, leaving the Apple voice speechless.
It's worth pointing out that the Kindle Fire HDX 8.9 features an 8.9-inch display with 2560x1600 pixels resolution and pixel density of 339ppi. The iPad Air, on the other hand, sports a 9.7-inch Retina display with a resolution of 2048x1536 pixels and a pixel density of 263ppi.
It's not the first time that competitors have mocked the iPad. Previously, Microsoft had released a TV ad
that featured a comparison between a Windows 8-powered Asus tablet, highlighting tasks the latter can do while the former apologetically shows its helplessness in performing them. The voice featured in the ad is the same voice that we hear while using Siri, the voice assistant featured in iOS devices. It had also released another commercial
comparing the Apple iPad and the Windows RT based Dell XPS 10 tablet focusing on the iPad's other limitations.