In a new ad, Amazon likes to tackle the new Apple iPad Air by comparing it to its new Kindle Fire HDX. The tablet has recently become available on the website of the online merchant. To extol its merits, Amazon uses a narrator comparison with an iPad Air and another with a Kindle Fire HDX. That the iPad is undoubtedly one equivalent of Jony Ive. The designer of the iPhone, iPad or Mac regularly intervenes in the Apple promotional videos. He is British, hence the emphasis in Amazon advertising. Three points are emphasized.
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