When Apple finally unveiled the iPad Mini, it was quite obvious they missed the mark. Instead of offering up the 7-inch tablet killer many tech pundits expected, Apple essentially revealed a smaller iPad 2 with specs that failed to compete with the likes of the Nexus 7 and Kindle Fire HD. The best part of the announcement came in the price. Not only did Apple release an inferior product, but they went ahead and priced it well above its competitors!

The iPad Mini seems to be the ultimate test in brand loyalty. A test of just how thick Apple’s wool really is. Here you have a product that is clearly inferior to its competitors, yet Apple wants consumers to pay more for it? Gizmodo went as far as to call Apple’s arrogance “ballsy,” while Amazon has decided to take advantage of Apple’s condescending attitude by plastering these facts across its homepage.

If you head over to https://www.amazon.com/ today, you’ll find the Gizmodo quote at the top of the page, along with a large ad displaying the shortcomings of the iPad Mini in comparison to the Kindle Fire HD.

I think it’s a brash and brilliant move by Amazon. Not only does it highlight the advantages of the Kindle Fire HD, but it also brings light to the long running ruse Apple has been playing on consumers.

I sense a great disturbance in Apple’s perception filter… and it makes me quite happy. Kudos to you Amazon.