Amazon pokes fun at Apple, Jony Ive in its new Kindle Fire HDX ad

Used to a nice soothing voice with a British accent telling you why the latest iDevice is oh so ‘magical’? You’ve probably been watching too many Apple ads, or at least the videos where senior vice president of design Jony Ive explains how everything from the chamfered edge to the pixels nestled in the display were crafted and refined to perfection.

But now they’re also the main features of a new ad by Amazon, which directly compares the new iPad Air to its own premier tablet, the 8.9 inch Kindle Fire HDX. In the ad, a British narrator describes the highlights of the latest “magical” iPad (a term used extensively in Apple launches), including its Retina Display, reduced weight and US$499 starting price. The second narrator, holding aloft the competing tablet, points out that hey, the Fire HDX has a better screen (2560 x 1600 pixels compared to the Air’s 2048 x 1536), is 20% lighter than the super light Air, and costs even less.

Of course, it doesn’t delve into other areas where the iPad may win out (the App Store stocked with a billion-plus apps, for example), but Amazon is definitely making a good case for why you should decide against an Apple product. It’s even put together a dedicated comparison page in case the points made in the video weren’t clear enough.