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.