With its prominent position in the smartphone and tablet markets, it's no surprise that Apple is a popular target in its competitors advertising as they seek to differentiate themselves from Apple even as they ride on the popularity of the company's brand and products. Samsung has been one of the most prominent users of this tactic lately with its series of ads showing Apple fans waiting in line for the next new product launch only to be wowed by the latest Samsung product being used by a passerby.
Back in 2010, Amazon took on the iPad with a Kindle ad touting its E Ink capabilities that provide superior viewing in direct sunlight. Amazon has now revived the original concept addressing readability in bright sunlight but augmenting it by promoting the Kindle's significantly lower pricing. The ad notes that customers can buy three Kindles for less than the price of an iPad, allowing everyone in the family to have their own device.
Man: Hey, excuse me. That's the new Kindle, isn't it? $79.
Woman: Best way to read, even in sunlight.
Man: Yeah, but I mean if you want to watch movies, or surf the Web...
Woman: I've got a Kindle Fire for that.
Man: Three Kindles. That's got to be expensive.
Woman: Not really. Together they're still less than that. (nods at man's iPad)
With the Kindle Fire priced at $199 and the basic ad-supported Kindle priced at $79, two Kindle Fires and a Kindle would cost a total of $477, below the iPad's $499 entry-level price. Apple has been rumored to be planning to continue offering the iPad 2 as a lower-cost option once the company introduces the iPad 3 early next month, but Apple almost certainly will not match or come close to the Kindle Fire's pricing given the significant differences between the two devices.
