Amazon Takes Shots at iPad Air in New Kindle Commercial

By Jane McEntegart
published

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:

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Jane McEntegart
10 Comments Comment from the forums
  • oxiide
    In my experience, the Kindle is primarily an ad-delivery platform that is locked down to the point where it even makes Apple's walled garden look greener. It doesn't even allow access to the ordinary Google Play store. Never have I seen a warranty begging so hard to be voided.
    Reply
  • ethanolson
    I've had a couple of iPads but I like the Android devices better. I have a nice vanilla Android tablet. However, my wife will be getting a new Fire HDX without ads.
    Reply
  • vpoko
    I'm waiting until the Fire HDX has been rooted (which has apparently been done but not yet packaged into a turnkey solution) and *then* buying it. It's a great device, but being locked down makes it a nonstarter.
    Reply
  • TeKEffect
    I love Android phones but the tablets seem to be lacking compared to Apple. Go to a store and hold the new Ipads. There's a very quality feel to them. No fan boy. Typing this on a HTC one.
    Reply
  • vpoko
    TeKEffect, I agree. The only Apple products I've ever owned were a pair of iPod Nanos, but they've done the best job with the iPad that anyone's done with a tablet. The problem is that I don't need the best tablet (priced accordingly), I need a decent, inexpensive tablet, because a tablet really isn't that essential to me. The sub-$400 market is where, I think, there's a real opportunity for companies that aren't Apple (and, of course, I'm sure others will catch up in the premium tablet market, but right now, Apple is ahead by a mile).
    Reply
  • gidgiddonihah
    I agree with TeKEffect. It's why I own both an iPad 4 and a Nexus 5. I find the app content on the iPad to be much richer and higher quality than the Android tablet app market. The phone's ecosystems are basically the same: it just comes down to preference on options, features, and operating systems.
    Reply
  • g-unit1111
    12083632 said:
    I love Android phones but the tablets seem to be lacking compared to Apple. Go to a store and hold the new Ipads. There's a very quality feel to them. No fan boy. Typing this on a HTC one.

    It's funny people are so quick to trash Apple products for being a closed non friendly eco system but when you look at the content they offer vs. the content of say, the Amazon App Store, there's no reason why the Apple iPad Air isn't the clear winner. There's lots of things they get right where others fail to do so. I'm not a fanboy either - I have an Apple iPad 2 (which I will be replacing with an iPad Air or a Samsung Galaxy Tab 2014 Edition) and a Samsung Galaxy Tab 3, and both devices have their usefulness.
    Reply
  • hang-the-9
    Best low cost tablet I have tried is the Nook HD. 10" screen, dual-core, full Google Play access, responsive screen, and under $200.
    Reply
  • kiniku
    I'd never own an iLeapfrog but lets be honest here, the Kindle is a reduced function retail marketing and purchasing device disguised as a tablet up against a tablet that has the largest app library. Sure Jeff, its lighter and costs less. Nice spin for the foolish out there. For me my Samsung Galaxy Note 10.1 2014 Edition is the best tablet today.
    Reply
  • g-unit1111
    12093585 said:
    I'd never own an iLeapfrog but lets be honest here, the Kindle is a reduced function retail marketing and purchasing device disguised as a tablet up against a tablet that has the largest app library. Sure Jeff, its lighter and costs less. Nice spin for the foolish out there. For me my Samsung Galaxy Note 10.1 2014 Edition is the best tablet today.

    The Galaxy Tab 2014 is a sweet tablet. The only bad thing is most of my content that I have is Apple formatted.
    Reply