updated 03:41 pm EST, Sun December 1, 2013
Amazon taps Ive-esque voice actor to rib iPad Air
Online retailer Amazon has joined Microsoft and Nokia in making ads poking fun at Apple's iPad Air in order to boost their own tablet offerings. CNet on Sunday noted the release of a new ad for the Kindle Fire HDX 8.9 that lightly mocks Apple's marketing terminology and compares Apple's offering to Amazon's. The ad even makes use of a voice actor with a British accent reminiscent of Apple's Jony Ive.
The ad begins with the Ive-esque voice actor introducing the "magical new iPad Air with Retina Display." He goes on to use terms like "astonishing" to describe the features of Apple's newest tablet. At each point, a pro-Amazon voice actor counters the pro-Apple points: the HDX has one million more pixels in its display than the Air, it is 20 percent lighter, and it costs $120 less.
The mock-Ive voice actor simply responds with "I see," and pulls the iPad Air off of the screen.
Introduced in 2011, Amazon's line of Kindle Fire tablets were initially just a low-cost alternative to Apple's industry-leading iPad. In the years since, though, the retailer has continually improved the quality of its devices, as evidenced by solid reviews for the latest entries in the series.
Even before introducing the Kindle Fire line, Amazon has compared its products to the iPad, and that tactic has not changed since Amazon introduced its own tablets. Last year, the retailer used its own home page - the tenth-most visited site in the world at the time - to showcase the Kindle Fire's supposed advantages over Apple's new diminutive tablet.