Apple (Ive): This is the magical new iPad Air with Retina Display.

Amazon: And this is the Kindle Fire with an HDX display. It has nearly a million more pixels than the iPad Air.

Apple (Ive): This new iPad Air is astonishingly light.

Amazon: The new Kindle Fire is actually 20% lighter.

Apple (Ive): Yes, but the iPad is only $499.

Amazon: The Kindle is only $379.

Apple (Ive): I see.

Amazon: The new Kindle Fire HDX. Sharper, lighter, for less.