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For its latest 8.9-inch Kindle Fire HDX, tech giant Amazon has released a light and humorous parody commercial that seemingly imitates one of Jony Ive‘s — Senior Vice President of Design at Apple — familiar promotional videos. This 30-second clip features the all new iPad Air and swiftly points out three glaring areas that Kindle‘s top of the line tablet trumps its competitor on — visual display, weight and price point. In line with its “sharper, lighter, for less” tagline, enjoy this cheeky video and keep your eye out for more from Amazon Kindle.