Amazon has decided to mock Apple’s new iPad Air, and in a sense, Microsoft as well, with their latest commercial for the Amazon Kindle HDX.
Many of our readers will remember last year’s Windows Surface tablet commercial campaign. In that campaign, an iPad was compared with a Surface Pro tablet. The commercials mocked Apple’s AI assistant Siri, who remarked that the iPad wasn’t capable of doing some of the things the Surface Pro can do.
Windows tablet features like true multi-tasking, and genuine Microsoft Office were touted in the commercials. They ended by showing the Windows Surface tablet price point over the iPad.
Amazon has taken on a similar campaign, but added an interesting twist. In the side by side comparison commercials, Amazon uses a voice over artist to mock Apple’s head product guy Jony Ive. In a feux British accent, the person mocking Ive calls the iPad Air magical and highlights the ret-i-na display, the same way Ive has done in recent events where he’s presented Apple’s display technology.
The announcer talking about the new Amazon Kindle Fire HDX, tells viewers that the Kindle display has nearly 1 million more pixels than the iPad Air.
The Ive character goes on to say that the iPad Air is “astonishingly light”. The Kindle Fire HDX announcer proclaims that the Amazon tablet is 20% lighter.
The Amazon ad also ends in Price with the Ive character announcing the iPad Air is only $499. The Kindle Fire is just $379.
Recent reports have indicated that Barnes and Noble tablets have taken a nose dive. Over the summer it was reported that sales of the Barnes and Noble Nook tablet were down 34% causing the bookseller to rethink it’s tablet strategy. Their latest quarterly numbers also showed a sharp down turn in all of the company’s Nook products.
That leaves Amazon selling it’s Kindle Fire tablets right alongside the iPad. What’s most interesting though is that despite their rivalry, Amazon is one of the largest sellers of Apple iPad products in the world.
Here’s the ad:
