ONLINE RETAIL GIANT Amazon has become the latest technology firm to go after Apple, mocking Jony Ive and the iPad Air tablet in a Kindle Fire HDX advert.
Apple must have pretty thick skin. Both Samsung and Nokia's adverts famously point and laugh at the iPhone and iPad, and Microsoft last week took to Youtube to boast that its Surface 2 tablet works better in the kitchen than Apple's iPad Air.
Amazon has become the latest to jump on the Apple bashing bandwagon, with the firm mocking the iPad and Apple's SVP of Design Jony Ive in its latest Kindle Fire HDX advert.
A Jony Ive impersonator kicks off the advert by introducing the "magical" iPad Air tablet, only to be interrupted by Amazon's brazen US voiceover who introduces the Kindle Fire HDX 8.9 tablet.
The smug voiceover goes on to boast about how the Amazon Kindle Fire HDX 8.9 has "a million more pixels" than the iPad Air and weighs "20 percent less" than Apple's flagship tablet.
Amazon's British Jony Ive impersonator boasts that the iPad Air costs "just $499" before he's informed that Amazon's tablet is $120 cheaper at $379.
If bashing the iPad Air wasn't enough to convince you to buy an Amazon tablet, the firm knocked £30 off of the price of its 7in Kindle Fire HDX model today, which is now available for £169.
Amazon's 8.9in Kindle Fire HDX model hasn't seen such a discount however, and is still priced at £329 in the UK. µ
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