New Amazon Kindle ad critiques 'magical' iPad Air

In its new ad for Kindle Fire HDX 8.9, Amazon has reportedly compared its own product to that of Apple’s latest iPad Air.

The ad compares the thinner and faster iPad Air with Retina display with the Kindle tablet having '1 million more pixels' and claims that Amazon’s tablet is 20 percent lighter than Apple’s product.

According to Mashable, the ad shows a British Apple supporter who is stunned into silence when the price of Kindle Fire is revealed, which is 379 dollars compared to the ‘magical’ iPad Air worth 499 dollars.

The voice over for the ad touts the iPad Air with Retina display, calling it ‘magical’, a term frequently used by Apple and is apparently a dig at Apple’s senior vice president of design who has previously voiced commercials for the company.

See the ad: