Targeting customers' pocketbooks this holiday season, Amazon disses the iPad Air in a new advertisement for its Kindle Fire HDX 8.9.
In the ad, above, a British voiceover touts the iPad Air with Retina display, calling it "magical" — a term frequently used by Apple.
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It appears the ad is also poking fun at Jony Ive, a Brit and Apple's senior vice-president of design, who has previously voiced commercials for the Cupertino, Calif. company.
The ad compares the iPad Air's stats with that of the Kindle Fire HDX 8.9, saying the latter has a higher screen resolution, with "1 million more pixels" than the former. Amazon also claims its Kindle Fire weighs less than the slimmed-down iPad Air.
After it's revealed that the Kindle Fire HDZ 8.9 costs $379 (compared to the iPad Air's price of $499), the British Apple supporter is stunned into silence, and the iPad Air retreats offscreen.
If you want to compare the devices for yourself, read Mashable's reviews for the Kindle Fire HDX 8.9 and the iPad Air, which both received Mashable Choice recommendations.
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Image: Mashable, Christina Ascani