[Amazon causes Apple to advertise their new Kindle Fire] - Xpert Mobile

Apple just released its new iPad and Amazon Air wasted no time in using the name adopted by Apple to promote its own tablet.

propaganda from Amazon on your website shows your new Kindle Fire HDX followed by the phrase “Lighter than Air”, or lighter than air, clear reference to the recently launched tablet from the Cupertino company.

Really Kindle Fire HDX is a few grams lighter than the iPad Air, but it’s worth remembering that Amazon’s tablet has a screen of 8.9 inch iPad against 9.7. A smaller version of the Fire HDX is also lighter than the iPad 2 mini, but again with a 7-inch screen against 7.9.

Such exchange of barbs between competitors is being increasingly applicant’s market. Companies like Samsung, HTC, LG and Nokia have invested heavily in marketing, often directly attacking the competition with advertisements and commercials, which on one hand is healthy for the market, but then ends up getting repetitive after a while, see the series of commercials in Microsoft vs. Apple tablets.