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Amazon takes a pop at iPad Air and Jony Ive


Kindle Fire HDX
Amazon Kindle Fire HDX 8.9

Amazon is the latest in a growing line of companies to take a swipe at Apple in a new ad for the Amazon Kindle Fire HDX 8.9.

The ad in question directly (and bravely) takes on Apple’s stunning new iPad Air tablet, pitting its own Amazon HDX 8.9 against the slender slate with a number of key feature comparisons.

It’s the style of the advert that really stings, though. A suspiciously Jony Ive-esque English actor speaks about the "magical" iPad Air with its Retina display. Cue a good ol’ American Amazon representative, who points out that the Amazon Kindle Fire HDX display has a million more pixels.

Back to Ive-a-like, who counters with the assertion that the iPad Air is "astonishingly light." Of course, the Amazon Kindle Fire HDX is "actually 20 percent lighter." Touche.

Finally, Apple’s assertion that the iPad Air is good value at $499 is batted away by that super-cheap $379 Kindle Fire HDX price point.

Naturally, the ad fails to mention the iPad Air’s superior feel, App Store ecosystem, OS, power and responsiveness, not to mention its larger display. But it’s an admirably cheeky eye-poke nonetheless.

We found the Amazon Kindle Fire HDX 8.9 to be "a big improvement over its predecessor," with a truly interesting new feature in Mayday, which provides live video help.

Of course, we found the iPad Air to be "the best 10-inch tablet by a margin" and gave it a full 10 out of 10, so there’s that.

Read More: Google Nexus 7 2 vs Kindle Fire HDX 7 vs HDX 8.9


December 2, 2013, 12:31 pm

It's hard to take the name "trusted reviews" seriously when you put out such blatant Apple boosterism. The fact of the matter is, there is absolutely no reason at this point for anyone to buy an iPad, unless they really enjoy throwing away money. Android tablets do all of the same things for less money, and Windows 8 tablets do much, much more for the same amount of money. If you want to pay excess cash for a large iPhone that doesn't make calls, you seriously need to learn some critical thinking skills.


December 2, 2013, 8:42 pm

I used to share your opinion on iPad until I bought the brand new sony Xperia z tablet a few months ago. I returned it with 2 days upon realising how inferior the tablet, OS, wifi and most crucially the apps were. Your opinion is misguided, uninformed and rather than trusted reviews being biased I would have to say you are either just flat anti apple or just thick. The iPad is superior and commands a superior price. Yes it's too expensive but it is still way better than any other tablet and app offering.


December 3, 2013, 5:58 am

I'm not saying the iPad isn't better than most Android tablets in a variety of ways, I'm saying that the advantages do not come close to justifying the price - and if you're willing to spend extra dollars on a tablet, the Surface Pro 2 (which I'm using right now to type this) is infinitely superior. The iPad just does not make sense from the point of view of the savvy consumer. I believe honestly that you're throwing away money if you buy one. I have no bias against Apple products (although I just switched from an iPhone to a Samsung Galaxy S4 because of hardware and the abomination that is iOS7, and I may be slightly bitter about it), but I do have a bias against biased writers on the web, and the strange cult-like behavior that surrounds Apple. Not really their fault, although they do cultivate it. It's their products I have a problem with at this point. I think they're falling behind the market, and they're rudderless without Steve Jobs. I see them going in a lot of directions that I think will not work out well for them.

Luckily Microsoft seems to be getting its act together, so we may still have a better alternative than Samsung, Google and Android, which is not a good future for anyone (and I say that even though I'm using a Galaxy).


December 3, 2013, 1:32 pm

I appreciate what you are saying and I am certainly not pro apple. I find their iPods to be inferior in sound to just about all decent MP3 players. The iPhone is in my opinion inferior to my htc one. But on the iPad they are certainly streets ahead. But you are right the cost is a lot more but for me it is worth it considering how disadvantaged the others are especially in the app department. Until that changes then iPad will reign. I think trusted reviews are right to convey the superiority of the iPad. If they were plugging the iPod and iPhone compared to other superior devices then I would certainly take homage to that!


December 3, 2013, 1:57 pm

Which apps are you referring to? It might help others know your thoughts as to which apps android is doing poorly in.

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