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Amazon lashes out at Apple's Ipad Mini in homepage ad

Suggests the 7in tablet is overpriced compared to its own Kindle Fire HD
Mon Oct 29 2012, 11:14
Amazon's new Kindle Fire and Kindle Fire HD tablets

US ONLINE RETAILER Amazon has lashed out at Apple's Ipad Mini, displaying a quote from a US consumer website on its homepage that suggests the 7in tablet is overpriced and underperforms when compared to its own Kindle Fire HD.

"...Your [Apple's] 7.9in tablet has far fewer pixels than the competing 7in tablets. You're cramming a worse screen in there, charging more, and accusing others of compromise. Ballsy," the quote reads.

The damaging citation is followed by the tag line "much more, for much less", where Amazon touts the Kindle Fire HD's strongest features and compares them to those of the Ipad Mini.

It's in this table that Amazon highlights the Kindle Fire HD's higher resolution display, with over 50 more pixels per inch (PPI) than the Ipad Mini as well as its ability to play HD movies, its dual stereo speakers and finally the difference in price, which is $130 dollars cheaper than Apple's 7in tablet.

This is the first time we've seen blatant rivalry from Amazon with regards to competing devices on the market and it could indicate the retailer's intention to join in the battle of the vendors that we've seen between firms like Apple and Samsung over the past year or so.

Amazon's Kindle Fire HD tablet went on sale in the UK on Thursday. Clearly dodging the delays seen by the Kindle Paperwhite, Amazon has started shipping its latest Android powered tablet, the first to make its way to UK shores.

Featuring a 7in high definition touchscreen, the Kindle Fire HD aims to take on the Google Nexus 7 and Apple Ipad Mini. The tablet features a decent 1.2GHz dual-core processor and Android 4.0 Ice Cream Sandwich, although this comes skinned in Amazon's heavy custom user interface.

It also has a 1.3MP front-facing camera, 3G and WiFi connectivity, Dolby audio, either 16GB or 32GB of internal storage and an 11 hour battery life. It comes with Lovefilm preloaded too. This comes baked into Amazon's Video application, and brings X Ray for movies to the tablet.

The Amazon Kindle Fire HD is available to order and in stock on the UK store now, with the 16GB and 32GB models priced at £159 and £199, respectively.

Apple announced a smaller version of its popular Ipad tablet, the Ipad Mini, last Tuesday.

Announced to challenge the Google Nexus 7, Samsung Galaxy Note and Kindle Fire HD, the Apple Ipad Mini features a 7.9in 1024x768 touchscreen. Apple was keen to point out that this screen is 35 percent larger than the one on Google's Android 4.1 Jelly Bean tablet and offers a 67 percent larger web browsing experience, due to the tabbed browser and onscreen controls found on the Android operating system.

This 7.9in table is powered by dual-core A5 chip and measures 7.2mm thick. According to Apple, the Ipad Mini is "as thin as a pencil, and lighter than a notebook," weighing in at just 308g.

The Apple Ipad Mini is available to order in both black and white from Apple's online store. It comes in 16GB, 32GB and 64GB models, costing £269, £349 and £429, respectively. That will get you a WiFi only model, with WiFi and Cellular models costing £369, £449 and £529, respectively. µ


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