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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.
Five minutes with the Kindle Fire HDX and you realize just how bad the iPad speakers are. The sound from the Kindle Fire HDX is rich and covers the highs and lows brilliantly, whether I'm watching a movie, listening to an audiobook or playing a game, which is to be expected given that it is kitted out with a Dolby Digital Plus audio engine.
Compare this to the iPad's speakers sound tinny and weak. In anything but the quietest of situations I find myself having to resort to headphones.
Given that the iPad is seen as the ultimate content consumption tool – don't let this statement fool you though, you can create content on it – this is a massive oversight and a huge win for Amazon.
The image above is of the inside of a 7-inch Kindle Fire HDX.
Apple has managed to squeeze 10 hours of "surfing the web on Wi-Fi, watching video, or listening to music" time from the iPad Air, which isn't that bad until you see that Amazon has managed to get 12 hours of battery life out of the Kindle Fire HDX.
Amazon wins here big style.