Amazon's new Kindle Fire HDX advert pokes fun at Apple, mocking the company's design guru Jony Ive and highlighting some features that Amazon's 8.9in tablet does better than Apple's new iPad Air. Compared to some of the other anti-Apple adverts we've seen (from Microsoft and Samsung, for example), Amazon's is quite tame and playful. It comments on the "magical" iPad Air's display, noting that the Kindle Fire "nearly a million more pixels", and points out that the Kindle Fire is 20 per cent lighter than the iPad Air. This is in part due to the smaller size of the Kindle Fire in question, though, which has an 8.9in display rather than the 9.7in display
