Amazon Pokes Fun At Apple, Jony Ive And The iPad Air In Latest Kindle Advert

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Oh, Amazon. You’re silly. But also very right.

In Amazon’s latest assault on the gadget establishment, the Kindle HDK 8.9 takes on the iPad Air, correctly pointing out that Amazon’s offering has a better screen and is lighter than its Apple counterpart. Plus, the Kindle HDX 8.9 is cheaper.

With this advert, Amazon joins Microsoft in selling their wares directly against Apple’s. This commercial, like some of the Windows tablet tv spots, is rather blunt, right down to a mocking tone of the voice-over narrator. But, arguably, unlike the Microsoft attacks, Amazon’s selling points are valid and worth considering for some buyers.

The Kindle HDX 8.9 is a worthy competitor against the iPad. The screen is more dense and generally higher quality. The HDX is lighter and cheaper. For a good chunk of buyers, as in, those looking to watch YouTube videos, play some older games, and shop Amazon, the HDX is a great option. The only thing the HDX lacks is access to Apple’s iCloud ecosystem that brilliantly syncs commonly used communication and productivity tools across Apple computers and mobile devices.

Amazon has steadily grown into a legitimate consumer electronic company. From humble starts with the original Kindle, the retail giant knows how to start small and scale into a major player. Is the Kindle HDX better than the iPad? Not really, but the gap is quickly closing. Plus, drones.