The ad is also reminiscent of Microsoft's ads comparing the iPad to the Surface.
Apple (Ive): This is the magical new iPad Air with Retina Display.
Amazon: And this is the Kindle Fire with an HDX display. It has nearly a million more pixels than the iPad Air.
Apple (Ive): This new iPad Air is astonishingly light.
Amazon: The new Kindle Fire is actually 20% lighter.
Apple (Ive): Yes, but the iPad is only $499.
Amazon: The Kindle is only $379.
Apple (Ive): I see.
Amazon: The new Kindle Fire HDX. Sharper, lighter, for less.
Notably, a recent study by DisplayMate did find that the Amazon Kindle Fire HDX display significantly out-performed the iPad Air display, besting it in Brightness, Screen Reflectance, and high ambient light contrast, plus a first place finish in the very challenging category of Absolute Color Accuracy.
Take a look at the ad below...