Apple has a very distinct style when it comes to its advertising: lots of white and as much use as possible of words like "magical", "wonder" and, in the case of the iPod, "funness".
So it's not too surprising that Amazon has stuck the boot in with its Kindle Fire HDX commercial in the US. Using a British voice for the iPad Air (not quite Jony Ive but not a million miles away), the ad compares the two and shows that the 8.9-inch Fire HDX not only has more pixels than the Retina display, but it's also 20 per cent lighter.
It's even cheaper, although in Australia the pricing is a little different: you'll, and the iPad Air starts at AU$598.
We'll throw Apple at least one bone here: the iPad Air may be a little heavier, but at 9.7 inches, it's also sporting a bigger screen. That's gotta add a little weight, surely?