Amazon ad Kindle Fire HD twice as durable as iPad

Forget about side-by-side software and hardware comparison, Apple’s iPad mini 3 is twice as likely to break into pieces should it slip out of your hand than Amazon’s Kindle Fire HD.

That’s the key message of Amazon’s latest television commercial which paints its tablet “twice as durable” as the iPad mini 3.

The 30-second video, which shows the Kindle Fire HD being subjected to various durability tests, is meant to reinforce the notion that Amazon tablets are sturdier than Apple’s.

Here’s the clip depicting Amazon’s tablet being subjected to a barrage of durability tests in an industrial tumbler.

According to Amazon, Fire HD tablets undergo over 25 durability tests and are designed to withstand forces of 1,000 g’s. “When tested against iPad mini 3 in drop tests and tumble tests, Fire HD proved 2x more durable,” argues the online retailer.

Apple’s iPad Air promotional video also shows the device undergoing various stress tests, with Jony Ive arguing that “with less mass the iPad Air retains its structural rigidity,” as seen below.

“This integrity, this durability inspires confidence in a product that’s meant to be taken places, handled and really used,” Ive says in the Apple video.

The Kindle Fire HD starts at $99 for a six-inch edition. A version with a seven-inch display is an extra $40. The Fire HD is the official tablet of the NCAA.

Source: YouTube

  • Matt

    It’s true, it is.

    • Fanboy 

      It really is, but then again it’s like comparing the durability of a rock to the durability of a precious fragile glass pendant. In the end, the Kindle Fire is still a boring rock.

      • Gary le

        Lol nice

  • leart

    So it safe to throw it from the window

    • Yep just watch out for by-passers. Its’s harder to fix them.

      • Andrew

        *Aim for by-passers

      • coLin

        don’t joke man, I just found one on the street couple of weeks ago and it works great. sadly is very limited: no Google Chrome, Play Store etc…

      • Just a watered down android really.

      • you could sideload Google Play

  • ericesque

    I have definitely done the stop and stare in disbelief as my iPhone tumbled down the stairs. Kudos to Amazon for recognizing the second part of the move: continue to stare after the device has landed as you try to process what horror may await.

  • Lam N

    Amazon Fire HD is also triple useful as a paper weight and useless compared to iPad mini 3.

  • Thomas Gehman

    funny how they didn’t compare it to the iPad mini. lol

  • Merman123

    Yeah, maybe because you’ll never use it.

  • TotallySerious

    And… even more free advertising for Apple

  • cheesyme

    Jokes aside, when was the durability of the ipad mini ever a major concern for people?

    • coLin

      since people have their toddlers play with the iPads. I know because I fix them all the time. Same clients over and over again

  • Miraj

    twice as durable but also twice as shitty

  • Jonathan

    I love how companies compare their products to Apple’s. If they do that, it means they’re scared of Apple’s fierce competition.

    Ever see an ad comparing the Samsung Galaxy S5 to the Nexus 6? Nope.

  • ravinigga

    Its durable but less powerful.
    Not many high end quality apps, smart os, super efficient, powerful graphics. Etc.

  • Franklin Richards

    Yeah but I’ll take twice as much care (if not more) for my iPad than I would if I had an Amazon tablet.

  • @dongiuj

    Fire ad: the ad said 2x as durable as iPad. Didn’t mention which iPad. It didn’t say iPad mini and it didn’t say which gen.
    iPad ad: there’s nothing showing or really saying how strong it is. But people looked to be really gripping that thing in a lot of the shoots.
    Personally I prefer the iPad but that’s just me and most probably everyone commenting here by the sounds of it. But not sure where you got iPad mini 3 from. Don’t forget people, this is advertising. They’ll say anything to get your attention, yes apple does it too.

    • 2008crna

      Not weighing in on the durability debate but the fine print at 25 seconds shows they are comparing to the iPad mini Gen 3

      • @dongiuj

        Deleted comment…..

  • dalbermatianman

    Its good to have a durable device, but how big is the chance of your tablet falling off your hand? well, unless you have baby grips.. iPad yay!

  • ClaudieX X

    Ohhh Yea… so durable that the advertisement had to be filmed in 2 stages… One when he throw the tablet and the other when he catch it without a scratch… come on…

  • Tom

    It’s like conparing a cheap plastic cup to a glass.

  • Laszlo Gaspar

    I must say I have an HDX and it puts up with a lot more than my first gen mini ever managed.