Taking advantage of Black Friday, Amazon released an ad comparing the iPad Air unfavorably to its own Kindle Fire HDX, making Amazon the latest in a long line of tech giants to set its sights on Apple’s tablet in an ad. Amazon’s ad takes things a step further, however, by making things personal and mocking Apple design chief Jonathan Ive. The Kindle Fire HDX has a 2560 x 1600 resolution display, which amounts to about 1 million extra pixels over the iPad Air’s 2048 x 1536 display. The HDX is also 20% lighter than the iPad Air, weighing in at just 13.2 ounces as opposed to the 16.8 ounces of the iPad Air. And the kicker: Amazon’s Kindle Fire HDX costs just $379 while the iPad Air starts at $499. Amazon is obviously not the first tablet vendor to attack Apple — in fact, both Microsoft and Nokia released commercials last week in order to convince shoppers to rethink that iPad purchase this holiday season. With tablets expected to take over the market as early as next year, every company is doing what it can to carve out its place. The HDX advertisement follows below.

Jacob started covering video games and technology in college as a hobby, but it quickly became clear to him that this was what he wanted to do for a living. He currently resides in New York writing for BGR. His previously published work can be found on TechHive, VentureBeat and Game Rant.