ipad mini retina

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

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.

ipad mini retina

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.

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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.


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.

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