The iPad Air might be 'magical,' but the Kindle Fire is lighter, features a sharper display, and costs less money.
We've already seen Microsoft make fun of Apple's Siri in its commercials, and now it looks like Amazon is taking aim at another Apple personality: Sir Jony Ive. Amazon's latest commercial for its Kindle Fire tablet compares the 8.9-inch slate to Apple's own iPad Air. The commercial features a British narrator that sounds like Jony Ive and sings the praises of Apple's newest iPad. This person is challenged by an American narrator that points out the Kindle Fire's lighter weight, higher pixel count, and lower price. Not as in your face as Apple's 'I'm a Mac' campaign, but not subtle either. Check out the commercial for yourself below: