Amazon Mocks iPad Air and Jonathan Ive With New Kindle Fire HDX Ad [Video]

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Posted December 1, 2013 at 9:08pm by Shalom Levytam

Amazon has released a new ad for the Kindle Fire that mocks the iPad Air with what appears to be a parody of Jonathan Ive's voice.

The ad is also reminiscent of Microsoft's ads comparing the iPad to the Surface.

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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.
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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...

[via Max]

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gamerscul9870 - February 2, 2014 at 2:20pm

What's more desperate than this ad is that they compared something big to something small, of course it's lighter and cost less but hello, iPad mini with retina display. Come on.

matrixmaniac - December 2, 2013 at 6:47pm

he he, one million more pixels! you can't see them, unless you use a microscope, but they suck energy nonetheless! :P

iLeslie - December 2, 2013 at 5:37pm

Plus the air isn't plastic...

odedoo1 - December 2, 2013 at 11:25pm

i actually believe but only what they showed like maybe the price. I also believe what they didn't show how cool the iPad Air is and all it can do!

gamerscul9870 - December 2, 2013 at 12:13pm

We all know Samsung will do it even though they'll probably use their watch to compare to apple like they already have one and mock them for being slow.

anonas - December 2, 2013 at 8:30am

I thought only Microsoft can do Ad like this, come on Amazon.

Adarsh Parthasarathy - December 2, 2013 at 3:07am

Going after a company is fine, as that is business. Going after a specific person is wrong, as that is dirty business. Amazon is an idiot for making this ad, and really, 1 million more pixels the eye can't see is NOT making anyone's experience any better. Also, the Kindle might be 20% lighter, but it can only do 20% as much as the iPad, not to mention it does not even get a true Android experience OR the Google Play Store. This shows Amazon knows their product is terrible and believes that they need to show the two ways that that their product trumps the iPad, the same Way Microsoft does their ads.

Funkdamentals - December 2, 2013 at 5:36am

Sir I second that...

gamerscul9870 - December 2, 2013 at 2:03am

They try to use john ive's voice like he would be speechless to comparing? Yeah right.

paulMOGG - December 2, 2013 at 12:07am

These mocking ads's about Apple products are pathetic ... Why don't this companies spend the money on trying to make their products better in every way the can ... Goodness only knows they really need to !

Peanut - December 1, 2013 at 11:10pm

Unless Jonny Ive has suddenly been affected by a slightly off Northern accent, this in no way mocks him.

Koenig - December 1, 2013 at 11:02pm

If it wasn't for the innovation of Apple kindle-pads wouldn't exist.. Btw the battery life is poor on the kindle... That's why it's cheaper and lighter because it skimps...

Wacko - December 1, 2013 at 11:52pm

To be fair, all android products have seriously lousy batter life. There may be some tangible explanations, and some not. First off, nearly all makers of Android devices use off the shelf Qualcomm products, and that leaves only Samsung with their own implementation of ARM architecture. Yet all have to rely on Google's Android. The device manufacturers push their megahertz to achieve benchmarks, and Google insists on loading their services and startup and continues to monitor in the background. Add in hi-res screen to the mix, then you find the battery dies within 5 hours of standby. I have been scratching my head for a long time in trying to tame this battery drainage thing on all of my Android gears to no result, and come up with this observation. Hopeless! If all they are doing(Samsung included) is chasing after Apple with their own benchmarks (Samsung cheated), they are in effect admit their products are cheaper alternatives.

Dan - December 1, 2013 at 10:46pm

It's also crappier that the iPad air

Ferrari - December 1, 2013 at 10:44pm

A company only do this because their product is inferior, ever seen a luxury company bash other company? They're too busy to worrying about what the peons think of them

JamesCameron - December 1, 2013 at 10:43pm

Vive la resistance, there's an I hate IOS 7 group in FB with over 2000 members now.. Hope it will become big enough to make it to the iClarified news sometime..

iFanboy - December 2, 2013 at 8:17am

Try FB " I hate Samsung"... Plenty followers there mate.

Guest - December 1, 2013 at 10:05pm

I think this is actually a good ad. I don't like the air and so I am looking for alternatives to iDevices now because I hate iOS 7. I will not support apple anymore. I hate iOS 7 and mavericks. I'm done with apple until they get rid of this design.

gamerscul9870 - December 2, 2013 at 12:48am

What "bullshit"? Mavericks is the same good look and has improvements plus let's just rumor for ios 7 to have ios 6 everything on it so people can have ios 7 the way they want it between old and new looks in combinations such as old icons old web old siri, etc.

Andrew - December 1, 2013 at 9:46pm

Am I the only one who is sick of these childish ads?

Himskanalaqqq - December 1, 2013 at 10:06pm

Yep pretty much

gamerscul9870 - December 3, 2013 at 12:24am

Bro, he meant the logic of competitors with ads, not the os or phone (except nopia).