Yesterday morning, Apple Inc. (NASDAQ:AAPL) officially unveiled their fifth-generation tablet which is dubbed iPad Air. Now Amazon.com, Inc. (NASDAQ:AMZN) just unveiled a new ad on their website that makes a dig at Apple’s latest tablet. The ad shows the Kindle HDX slightly suspended over the ground and has the words “Lighter than Air”.

Apple

Apple’s smallest tablet weighs 0.73 pounds

Apple Insider’s Neil Hughes summed it up with the following, “While the Kindle Fire HDX weighs in at 0.82 pounds for the $379 Wi-Fi-only model, it achieves that weight with a screen size of just 8.9 inches. Apple Inc. (NASDAQ:AAPL)’s iPad Air, in contrast, has a larger 9.7-inch Retina display with more screen real estate. Both devices are also unsurprisingly heavier than Apple’s new iPad mini with Retina display, which sports a 7.9-inch screen. Apple Inc. (NASDAQ:AAPL)’s smallest tablet weighs 0.73 pounds in its Wi-Fi-only variety.”

There is also the seven-inch Kindle HDX tablet which also weighs about 0.66 pounds and has a screen size that’s almost a full inch smaller diagonally.

Kindle is a budget-friendly tablet computer

The Kindle is essentially just another budget-friendly tablet computer that runs on Android. Despite Amazon.com, Inc. (NASDAQ:AMZN)’s attempt to lure customers to their Kindle devices, the iPad still reigns supreme. Even though the Kindle’s budget-friendly tablet has a lot to offer, it still can’t compare to the iPad, which has a faster processor and Retina display. For those who want the full tablet experience and or want a bigger version of the iPhone, nothing compares to the iPad.

Highlights for the new iPad include a 9.7 inch screen with Retina display, A7 64-bit chip, M7 motion coprocessor, FaceTime HD front camera, 5MP iSight rear camera, Wi-Fi capability, Bluetooth 4.0, optional cellular data, and more. The fifth generation iPad will likely be a huge seller along with the iPhone 5S and iPad Mini 2. It’s going to be a big holiday season for Apple.