Wednesday 22 November 2017

Amazon mocks iPad Mini in advert highlighting Apple tablet's shortcomings

Online retailer will not kowtow to Apple in the fight for the mini tablet market

The price comparison on Amazon's US homepage
The price comparison on Amazon's US homepage

Amazon has mocked Apple in an audacious US advert that pits the Kindle Fire HD against the iPad Mini.

Apple's US homepage is dominated by a huge comparison of Kindle Fire HD and iPad Mini features titled 'Much More for Much Less'.

It marks a more aggressive approach in Amazon's marketing strategy as Apple attempts to enter the mini tablet marketplace, which has until now been dominated by Amazon's Kindle range of devices.

The advert focuses on the strengths of Amazon's tablet while pointing out the shortcomings of Apple's device.

It highlights the superior resolution of the Kindle Fire HD's display, its dual stereo speakers and its significantly lower price - $199 compared to the iPad Mini's $329.

The comparison is preceded by a large quote from gadget blog Gizmodo.

It reads: "…your [Apple's] 7.9-inch tablet has far fewer pixels than the competing 7-inch tablets! You’re cramming a worse screen in there, charging more, and accusing others of compromise? Ballsy.”

Clicking on the iPad mini description also takes the visitor to the Kindle Fire HD product page rather than to Apple's product.

Last week, in a subtler piece of marketing, Amazon told tech blog AllThingsD that the Kindle Fire HD enjoyed a record day of sales the day after the iPad Mini's launch.

Ben Bryant,

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