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Amazon takes aim at the iPad Air with new Kindle Fire banner

Amazon takes aim at the iPad Air with new Kindle Fire banner
The competition in the mobile world rarely pulls punches when it comes to taking down a newly announced product, but Amazon's new banner is a relatively subtle jab at Apple's new iPad Air compared to what we have seen from some companies like Nokia in the past. The banner went up on Amazon's site not too long after Apple's announcement yesterday. 

Amazon takes aim at the iPad Air with new Kindle Fire banner
The banner is for Amazon's flagship Kindle Fire HDX 8.9 tablet, and reads "Lighter than Air." The line is an obvious reference to the main hype-point of the iPad Air which is that Apple managed to slim down the tablet by nearly half a pound to get it down to about one pound. Amazon is simply reminding customers that its Kindle Fire HDX is even lighter than that, weighing in at .82 pounds. 

Of course, you would likely expect the HDX to be lighter than the iPad Air since the Air has a 9.7-inch display and the top-of-the-line Kindle Fire HDX has an 8.9-inch display. If Amazon couldn't make a new device lighter when it offers that much less screen real estate, that would be something of a bungle of engineering. Of course, Amazon's Kindle Fire HDX 7 follows suit being lighter than the iPad mini 2, and once again it also has a smaller display. 

source: Amazon via AppleInsider

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posted on 23 Oct 2013, 19:20 5

1. theaztech (unregistered)

Thats actually a very good line.
The Fire might not be as good of a tablet (to some) but Amazon sure does know how to market it.

posted on 23 Oct 2013, 20:42

7. CellularNinja (Posts: 306; Member since: 27 Sep 2011)

Of course they call the need to defend Apple.

posted on 24 Oct 2013, 01:15

12. Mittal (Posts: 494; Member since: 14 Dec 2011)

i dunno.. these things have gotten already so small, wouldnt make much of a difference if you made it lighter than air
If the weight is the advantage they are marketing over the iPAD then they are doing it all wrong

posted on 23 Oct 2013, 19:29 1

2. promise7 (Posts: 891; Member since: 03 Jul 2013)

Of course it's lighter, it's smaller. That's like touting a laptop is lighter than a desktop PC.

posted on 23 Oct 2013, 19:31 6

3. Shatter (Posts: 2036; Member since: 29 May 2013)

Well at sea level air weighs around 14.5lbs per SQ inch so...

posted on 23 Oct 2013, 19:41 1

4. BillyG (Posts: 305; Member since: 24 Sep 2012)

they forgot to add thicker, laggier, uglier and more plastic than air

posted on 23 Oct 2013, 23:25 4

8. sniper1087 (Posts: 532; Member since: 31 Dec 2011)

laggier? and uglier? well qualcomm S800 is no sneeze, I have seen reviews and it performs smooth, and cant tell you how many times my ipad 4th gen lags, and uglier? that is also subjective seriously make a point that matters

posted on 23 Oct 2013, 20:10

5. ardent1 (Posts: 2000; Member since: 16 Apr 2011)

One of things I like about Apple is how you can go to the Apple store and try out the new devices. Some people would call this test driving.

It's not until you pick up the device and hold it your hand until you realize what about 1 pound weighs. I bought the iPad Mini immediately when it came out because it was so light compared to my iPad 2.

This time, I am leaving my credit cards at home when when I test drive the iPad Air.

posted on 23 Oct 2013, 23:26

9. sniper1087 (Posts: 532; Member since: 31 Dec 2011)

yeah best buy will have both to test drive, so I will go to the store to check them out, the air and HDX.

posted on 24 Oct 2013, 00:25

10. Danishs (Posts: 147; Member since: 23 May 2013)

Doesn't even make sense because it's heavier than the iPad Air

posted on 24 Oct 2013, 00:40 1

11. DaHarder (Posts: 177; Member since: 10 Oct 2009)

No. It's. Not.

The Kindle Fire HDX 8.9 = .89 lbs whereas the iPad 'Air' = 1.00 lbs

You're certainly entitled to your own opinions, but Not Your Own Facts.

posted on 24 Oct 2013, 05:19

13. Bryman (Posts: 1; Member since: 24 Oct 2013)

A better way to be objective is to measure weight per screen inch since they are different screen sizes.

So Kindle Fire HDX 8.9"/0.89 Lb = 1"/Lb
IPad 'Air' 9.7"/1.0 Lb = 0.97"/Lb

Technically, Ipad wins by 0.03"/Lb but this is insignificant. Therefore, I think they are about equal.

posted on 24 Oct 2013, 07:05

14. bugsbunny00 (Posts: 2195; Member since: 07 Jun 2013)

Ha! Kindle going against iPad air?!Not a chance..

posted on 24 Oct 2013, 20:39

15. 9thWonderful (Posts: 232; Member since: 24 Jan 2013)

would easily take an iPad2 over any edition of a Kindle Fire...even ones to come out in the next 5 years.

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