iPad Air vs Kindle Fire 8.9 HDX looks different on paper than on TV
Amazon says its Kindle Fire 8.9 HDX is “twenty percent lighter than the iPad Air.” This is a factually correct statement. But it’s also a lie, and Amazon knows it. Why? The two tablets being compared in the ad, the iPad Air vs the Kindle Fire 8.9 HDX, are of two different sizes. In fact the Fire has a screen that’s twenty-seven percent smaller, meaning that at twenty percent lighter it’s actually heavier-per-screen-inch than the iPad Air. So why does Amazon get away with this?
Two reasons. First, it can hide behind technicalities. Because most people watching this ad have no idea of the size of the Fire, Amazon knows that by placing it next to an iPad Air it can cause viewers to mistakenly assume that they’re the same size. Then point out that it’s 20% lighter and $120 cheaper, and Amazon creates the illusion that the iPad Air is just an overpriced and pointlessly heavy device. Because Amazon never actually falsely states that the two are the same size, it’s not the kind of lie that the FCC would get involved with. But it’s still a lie.
The second reason is this: almost no one among the tech media will bother calling Amazon out on this lie, because most tech journalists despise Apple. In their minds, Apple makes products for the mainstream at the expense of the geeks, and so the geeks (and by extension tech journalists) mostly see Apple as an enemy threatening their way of life. It’s why they cling to geekier platform like Android, no matter how junky or far behind it might be. Most tech writers are cheering on ads like the one from Amazon, even though they know it’s a lie, because they’re that eager for anything that makes Apple look bad.
Don’t believe me? Imagine if Apple positioned its 7.9 inch iPad mini against the 8.9 inch Kindle Fire 8.9 HDX and pointed out that the iPad mini is lighter and cheaper without mentioning that it’s also smaller. Every tech headline across the internet would accuse Apple of false advertising. In the the media, the double standard against Apple is the only standard.