Click to Skip Ad
Closing in...

Video: Amazon smacks iPad Air and Jony Ive in latest Kindle Fire ad

Published Dec 2nd, 2013 1:05PM EST
Amazon Kindle Fire HDX iPad Air Ad

If you buy through a BGR link, we may earn an affiliate commission, helping support our expert product labs.

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 Siegal
Jacob Siegal Associate Editor

Jacob Siegal is Associate Editor at BGR, having joined the news team in 2013. He has over a decade of professional writing and editing experience, and helps to lead our technology and entertainment product launch and movie release coverage.