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Regular readers will know that I'm a big fan of Amazon's Kindle Fire HDX. A huge fan. I like it because I feel that Amazon now makes a better tablet than Apple. While I think that the fifth-generation iPad Air is a great tablet, I feel that Apple is iteratively evolving the iPad as opposed to giving it a full revamp it deserves.
Before I go any further, I want to point out something. I'm not saying that the iPad is rubbish. Far from is. It's an awesome tablet, and Apple's App Store offers the best ecosystem out there. But over the past few years it has become clear to me that Apple is resting on its laurels, relying more and more on the iPad to sell because it's the iPad, as opposed to it being the best tablet it could be.
Also, for the purposes of this piece, I'm comparing the iPad Air with the 8.9-inch Kindle Fire HDX.
So, how exactly is the Apple's flagship tablet lagging behind Amazon's flagship product?
The 16GB wi-fi variant of the 8.9-inch Kindle Fire HDX is $379. A similarly spec'd iPad Air is $499. Bumping the Kindle Fire HDX up to 32GB and 64GB sets you back $50 per bump. For the same storage Apple charges you $100 per bump.
For both Apple and Amazon, these storage bumps cost about $10 in flash memory.
I get it that premium products command a premium price, but $200 for silicon worth less than a tenth of that is rather hard to swallow.
I believe that Amazon's pricing structure better reflects the actual cost of the storage and I'd like to see Apple give people who need more storage – most of it storage for stuff bought from Apple's digital empire – a break.