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Amazon, too, pokes at iPad Air in new Kindle Fire HDX ad

updated 03:41 pm EST, Sun December 1, 2013

Amazon taps Ive-esque voice actor to rib iPad Air

Online retailer Amazon has joined Microsoft and Nokia in making ads poking fun at Apple's iPad Air in order to boost their own tablet offerings. CNet on Sunday noted the release of a new ad for the Kindle Fire HDX 8.9 that lightly mocks Apple's marketing terminology and compares Apple's offering to Amazon's. The ad even makes use of a voice actor with a British accent reminiscent of Apple's Jony Ive.

The ad begins with the Ive-esque voice actor introducing the "magical new iPad Air with Retina Display." He goes on to use terms like "astonishing" to describe the features of Apple's newest tablet. At each point, a pro-Amazon voice actor counters the pro-Apple points: the HDX has one million more pixels in its display than the Air, it is 20 percent lighter, and it costs $120 less.

The mock-Ive voice actor simply responds with "I see," and pulls the iPad Air off of the screen.

Introduced in 2011, Amazon's line of Kindle Fire tablets were initially just a low-cost alternative to Apple's industry-leading iPad. In the years since, though, the retailer has continually improved the quality of its devices, as evidenced by solid reviews for the latest entries in the series.

Even before introducing the Kindle Fire line, Amazon has compared its products to the iPad, and that tactic has not changed since Amazon introduced its own tablets. Last year, the retailer used its own home page - the tenth-most visited site in the world at the time - to showcase the Kindle Fire's supposed advantages over Apple's new diminutive tablet.

by MacNN Staff



  1. ryanjo

    Fresh-Faced Recruit

    Joined: 10-22-01

    Kindls are quite good ebook readers. For anything else, they are a joke. Amazon knows it, just hoodwinking the consumer with the old "just like the (insert market leader here), but cheaper. Purchaser who buys one thinking he/she is getting anything like an iPad should have done a little research on their own (hell, you can try an iPad in Target & Walmart, for goodness sakes).

  1. blshaw

    Fresh-Faced Recruit

    Joined: 02-09-10

    Standard and logical practice. When you have a second-rate product, poke fun at or disparage the market leader rather than articulate your product's advantages, because your product has none. If you can't innovate, what other options do you have?

  1. DiabloConQueso

    Fresh-Faced Recruit

    Joined: 06-11-08

    Just textbook examples of "competitive blunting." They see Apple has incredible momentum, and they're simply trying to take a little wind out of their sails.

  1. prl99

    Mac Enthusiast

    Joined: 03-24-09

    People need to read the linked article and the link within that article,, to see the problems people have been having. It does get a 5 star on the majority of the reviews but that shouldn't surprise anyone. Even so 1 and 2 star reviews were more than they should have been. Like the other article says, it's geared towards running everything Amazon and they don't care about anything else.

  1. msuper69

    Professional Poster

    Joined: 01-16-00

    If it's running Android it's a big FAIL.
    Android == Windows and we all know how secure that OS is(n't).

  1. apostle

    Junior Member

    Joined: 04-16-08

    "sharper, lighter, for less". They didn't say "less what". I realize they are probably referring to less "money". But at this point in the ad we already know it is less expensive than an iPad. So the ending "for less" to me suggested "less product". Not a bad product, but one that costs less because it doesn't do everything an iPad can do.

  1. Foe Hammer

    Fresh-Faced Recruit

    Joined: 02-16-05

    Apple's best response is no response. Letting a person buy a Fire is the best way to show them what they bought.

    iPad owners, however, can just shake their heads when a friend shows them one and say "Why did you toss your money into the Fire?"

  1. gprovida

    Junior Member

    Joined: 02-14-06

    Sure sounds like a iPad Christmas. If Apple was in such trouble, it is doubtful that these ads would be running. Basically, Apple is cleaning up on iPads this Christmas and a lot of desperate efforts in play to try to get in on the action.

  1. mac_in_tosh

    Forum Regular

    Joined: 12-14-11

    "When you have a second-rate product, poke fun at or disparage the market leader rather than articulate your product's advantages, because your product has none."

    Remember the "I'm a Mac" and "I'm a PC" ads?

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