How much is that iPad mini in your window?

Most technology commentators believe the newly launched iPad mini is a move against Amazon’s Kindle Fire. Judging by this extract from’s home page, Amazon are going to meet the challenge head on: advert

The leading quote is from the Gizmodo site (unavailable just now because of Hurricane Sandy…) and adds salt to the wound of the direct comparison.

As this is an Amazon advert, it’s not exactly balanced. However, it will be interesting to see if Apple fight back using the strengths of their product or the power of their brand. In other words, will Apple be saying “Buy this, it’s a better piece of kit” or “Buy this, it’s an Apple”? The competition should be good for us consumers.

[A tip of the hat to the Register.]