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Amazon mocks Apple with new Kindle Fire ad

The company pokes fun at Apple's newly named tablet with an ad that says the Kindle Fire HDX is "Lighter than Air."

Screenshot: CNET
Let the snark begin. Or, well, continue.

On Tuesday, Apple unveiled the latest version of its full-size tablet, the newly renamed iPad Air. As of Wednesday, as AppleInsider points out, Amazon is running a prominent advertisement on its home page that takes a swipe at the Apple tablet's new moniker. It features the Kindle Fire HDX hovering slightly above ground, with the words, "Lighter than Air."

This, of course, isn't the first time a rival has released an ad at Apple's expense. Samsung, Apple's most ardent mobile hardware rival, has put out well-received ads poking fun at Apple and its fans.