hdx kindle fire

They say the more successful you are, the bigger the target on your back gets. And that appears to be true with Apple and its iPad, as Amazon joins Microsoft and others in taking the popular tablet to task via TV spots.

In its latest commercial for the Kindle Fire HDX 8.9, the ecommerce giant compares its slate to the iPad Air. And if we’re not mistaken, it sounds like the man with the smooth english accent is supposed to be Jony Ive…


This is the magical new iPad Air with Retina display

And this is the new Kindle Fire with an HDX display. It has nearly a million more pixels than the iPad Air

This new iPad Air is astonishingly light

The new Kindle Fire is actually 20% lighter

Yes, but the iPad is only $499

The Kindle is only $379

The video is very similar to some of Microsoft’s earlier anti-iPad ads, and reminiscent of Apple’s old ‘I’m a Mac’ campaign. I’m still not sure this is the right way to go, but at least Amazon actually shows the HDX in the spot.

Perhaps the most interesting thing about the commercial is that the man with the iPad Air is very clearly meant to be mocking Jony Ive. Ive has long avoided the spotlight, but is quickly becoming a public figurehead at Apple.

Amazon introduced its Kindle Fire HDX tablets in September, and although there’s been no indication of how they are selling, a report from DisplayMate did find that its display is better [overall] than the iPad Air’s.

  • BoardDWorld

    Wow, thanks to that display I can own a glorified plastic shopping centre.

    • Antzboogie

      It looks cool I love Apple but Im not a hater at the same time.

    • Rowan09

      I saw the HDX in person and the screen looks like every other top end tablet to me.

      • BoardDWorld

        Yeah, unless you’re holding a magnifying glass to it it really doesn’t matter. It’s more about how little power the display can use these days.

      • Rowan09

        Oh ok got you.

  • Bob

    Plastic and crappy OS is the reason why it’s cheaper. And there’s a version that comes with ads lol.

    • RarestName

      Plastic isn’t really that bad if you think about it.

      • Bob

        Feel free to buy it then. I personally prefer premium products.

  • hkgsulphate

    App Store, nuff said

  • ✪ aidan harris ✪

    “The Kindle is only $379”

    I wonder if that has anything to do with the built-in crapware on your lockscreen. If you buy a Kindle they’re only going to use it to direct advertisements towards you all day long for products you don’t need but will likely buy anyway just because they’re cheap…

  • Bogdan

    Where on Earth do you hear John Ive in this ad ? Unless Ive got his “crown jewels” cut off that is not him ! Not a nice way to get more article views.

    • Eddy Castro

      Supposed to be Johny Ive, as in, the commercial is imitating him for the guy using the ipad…

  • Decio Arruda

    It’s all about the apps though. iOS has not reached the level of productivity that I want it to have but, Android is even further down that level. It doesn’t have Pages and Word is expensive, no usable video editor, no good powerpoint/excel apps and the UI… If iOS was OS X, then Android is Windows. Its UI may look sleek, have nice effects and use cool dark color schemes but, ultimately, iOS is the one that shifts attention to what you’re currently doing the better way.
    Plus, Garage Band is a must have for me.

  • Peter

    The voice wasn’t deep enough to be Jony Ive

  • Saria Hajjar

    The kindle is from Amazon *gross chills*

  • Diego Gastón Milano

    And THIS is an awful ad.

  • thetomthebomb

    So if I get one and want to research why it sucks so bad I’ll have to pull out my ipad hahaha. Burned…

  • Nirvana

    Only the ppi got my eyes, more or less. We care about the experience, not the price!

  • Bob

    I don’t understand why it says Jony Ive in the title?

  • RarestName

    One thing I hate more than the 4:3 aspect ratio is the 16:10 aspect ratio.

  • Dan

    Imo the only thing it’s got going for it is the display. I’ve tried Kindle tablets and it’s a hot mess. If it were running pure android then it would be another matter.

  • Innes

    Jonny speaks so slow. I always have a chuckle at him. I’m English and I don’t think I’ve heard anyone speak like him… unless they’ve had to much of the wacky backy!

  • The new Kindle Fire is 20% lighter
    The new Kindle Fire is cheaber
    The new Kindle Fire is rabish

  • Alexander Reimann

    I like someone’s comment on the video saying that the Kindle Fire compares to the iPad mini in size. If those two are compared, iPad mini is only 20 bucks more and has much better materials and of course a much better app selection (and OS)

  • Craig Wayman

    I like the HDX but there is one problem where iPad which Apple will never do this anyway and the Kindle is missing the mark on. MICRO SD!!!! For Christ sake put one on there. 32GB is not enough!!!!!!! I need at least 100GB and I am not paying $800 for the iPad 128GB ridiculous!