Top electronics brands battle it out every gift-giving season, but this year Amazon is once again targeting Apple with a new Kindle Fire HDX ad that Cupertino and its design chief, Jonathan Ive. According to the commercial, in a fight between the e-retailer's new high-definition tablet and Apple's just-released iPad Air with Retina display, Amazon's product takes the crown for more pixels, lighter weight, and lower pricing. Amazon unveiled the 7-inch and 8.9-inch Fire HDX models in September, which sport high-res screens and a 24-hour tech support system. Starting at $379, the larger of the two sports a 2.2GHz Qualcomm Snapdragon 800 processor, 2GB of RAM, and a 2,560-by-1,600 screen. The iPad Air, meanwhile, offers a 2,048-by-1,536-pixel display.Despite its name, the newest of Apple's slates isn't exactly a featherweight; as Amazon points out, the Kindle actually weighs about 20 percent less than the "astonishingly light" iPad.The TV advertisement takes aim at more than a competing product — it also mocks London-born head designer Ive, whose English accent is mimicked to introduce the iPad Air as "magical." Apple has been the butt of many an advertising joke, from Samsung to Nokia to Microsoft. The Kindle Fire HDX 8.9 is on sale now for $379 (16GB), $429 (32GB), or $479 (64GB) for Wi-Fi only; the Apple iPad Air starts at $499 for 16GB.
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