Amazon joined the likes of Nokia and Microsoft this season by throwing a punch at Apple in a commercial. The retail behemoth’s latest ad for the 8.9″ Kindle Fire HDX aims squaarely at the iPad Air.
The Kindle Fire HDX 8.9 commercial focuses on its larger-resolution display, as well as lower weight and price tag in comparison to those of the iPad Air. The ad features a voice which closely resembles that of Apple’s chief designer Jony Ive. The latter is a prominent fixture in Apple’s own product promo videos.