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Amazon takes a pop at iPad Air and Jony Ive

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

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