updated 02:53 pm EDT, Wed October 23, 2013
Jab at iPad weight ignores smaller Kindle Fire HDX screen sizes
Amazon is attacking Apple's iPad Air just 24 hours after its launch, in order to promote its own tablet lines. A new promotional image on the online retailer's front page makes the claim that its Kindle Fire HDX models are "Lighter than Air," a hefty jab that claims its electronic devices are not as heavy as Apple's updated tablet range.
The iPad Air shaved 0.4 pounds off the weight of the previous model, bringing the weight down to 1 pound for the Wi-Fi and 1.05 pounds for the WiFi and Cellular model. The 8.9-inch version of the Kindle Fire HDX weighs 0.82 pounds, making it a lighter device, though Apple Insider notes that the smaller screen helps it save weight when compared to the larger 9.7-inch version in the iPad Air.
Comparing the smaller models leads to a similar situation. The smallest Kindle Fire HDX weighs 0.66 pounds, lighter than the 0.73-pound Wi-Fi version of the new iPad mini. Despite another weight-related victory, the same screen size problem appears again, with the iPad mini's 7.9-inch display and the Kindle Fire HDX's 7-inch version.
Though Amazon has proceeded with the provocative campaign on its US site, it isn't the same story in other regions. Amazon UK's front page does have a promotional image, but with the less incendiary "Startlingly light."