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Amazon Kindle Fire HDX ad takes a jab at iPad Air

Amazon has launched a new Kindle Fire HDX ad on its website that mocks Apple’s new iPad Air.

Apple unveiled the new iPad Air last night with the claim it is the “lightest full-size tablet in the world”. Well, Amazon thinks it is wrong.

The online retail giant has launched a new ad on its site for the Amazon Kindle Fire HDX with a tagline deliberately aimed at Apple’s latest iPad.

“Kindle Fire HDX – Lighter than Air”, states the ad.

A deliberately cheeky attack on the iPad Air, Amazon is actually right about the Kindle Fire HDX being lighter than the Apple alternative. The Wi-Fi only Kindle Fire HDX is 303g and the 4G option is 311g, while the Wi-Fi only iPad Air is 469g and the Cellular model is 478g.

However, the Kindle Fire HDX does have a smaller 7-inch screen in comparison to the 9.7-inch iPad Air, so is more comparable to the 331g/341g iPad mini with Retina display.

The Kindle Fire HDX 8.9 is still lighter than the iPad Air though at 374g Wi-Fi only and 384g for the 4G alternative, although it is 0.8-inch smaller than Apple’s tablet.

Amazon Kindle Fire HDX ad

Apple iPad Air Features
Despite it being heavier than the Kindle Fire HDX, Apple has still managed to somehow cut down on the weight of its full sized iPad by nearly 200g between generations.

The iPad 4 Wi-Fi only was 652g in weight, a whopping 183g heavier than the iPad Air, despite it retaining the same 9.7-inch Retina screen size and aluminium body.

It has seemingly done so by making the design more streamline, reducing the screen bezels and mimicking the original iPad mini design, albeit in a larger form factor.

The iPad Air now offers a A7 processor with 64-bit architecture and the M7 motion processor. It also has dual channel 802.11n Wi-Fi functionality with MIMO and Bluetooth 4.0 connectivity.

It has a 5-megapixel iSight camera in the rear and a 1.2-megapixel forward facing snapper both capable of full 1080p HD video recording.

Next, read our iPad 4 vs iPad Air comparison.

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