Kindle Commercial Pokes Fun of iPad's Shortcomings

Amazon’s new Kindle commercial takes a slam at the iPad, calling out its high price tag and its shiny screen that is difficult to read in sunlight.

The television ad, which debuted on Monday during Good Morning America, features a woman in a bathing suit near a pool reading her Kindle . The man next to her reading what’s assumed to be an iPad asks her how she can read her device in the sun.

“It’s a Kindle,” she replies coyly, adding that it’s only $139. “I actually paid more for these sunglasses.”

Feeling defeated, the man puts down his device.

The ad is reminiscent of Apple’s "I'm a Mac" campaign against rival PC – perhaps giving the iPad creator a taste of its own medicine.

Apple has not yet commented on the ad.

• Reading Print Books Faster than E-Books on iPad and Kindle
• Amazon Unveils Kindle App for iPad
• iPad Will Force Netbook, E-reader Makers to Evolve or Die