It is the business of our times. That of the tablet market is the most hi-tech growing together with that of smartphones. The output of the iPad Air has opened a new front in the challenge for the new generation of tablets, and immediately started the run-up to Apple. The brand that has been done under the first is one of those who hitherto had been held almost on the sidelines, at least for high-end devices. There is talk of Amazon, the giant e-commerce which has recently put on the market Kindle Fire HDX 8.9, a tablet design and technical features fully renovated and promises to give battle to the new jewel of Cupertino. There will actually be successful? We try to understand it.
The iPad Air. No one expected a revolution from the new tablet from Apple. But perhaps it is precisely for this reason that the iPad Air, the new version of the tablet with Apple, was very surprised the audience. As he was already thinking to the nth updated version of the previous devices, the house of Cupertino has instead unveiled an iPad already in the form that introduces an important novelty compared to the predecessor of the fourth generation is 20% thinner, 28% lighter ( weighs only 469 grams) and the frame around the screen is much less invasive. We could say that the iPad Air looks a lot like the iPad Mini, only that unlike the latter is 9.7 inches. The handling of the tablet, thus, has significantly improved. Not to mention the technical aspects: an enjoyable Retina display, accompanied by a touchscreen that is one of the strengths of Apple products. The A7 processor ensures great stability and efficiency. Our test of the iPad Air was very satisfactory and the device proved to be fast and versatile. The operating system, iOS, is a guarantee. The internet browsing is fluid, the resolution of the image is excellent. No wonder then that at the Mobile World Congress in Barcelona, the most important event on mobile devices, the iPad Air has been awarded Best Mobile Tablet of the year. The rock, as now we have used the company founded by Steve Jobs, is the price: starting from 479 € for the version with 16 gigabytes only wi-fi, which become 599 if you want to also connect via sim, for get mad at a cost of 869 € for the version 128 gig Wi-Fi + Cellular.The Kindle Fire HDX 8.9. And if Apple, in exchange for quality, asks its customers to spare no expense to the economic aspect remains the central Amazon. No exception to the Kindle Fire HDX 8.9, that despite having the characteristics of high-end tablet from, ranging from 379 euro’s 16-gigabyte version of the 479 and 64 gigabytes (there are versions with the sim card). In practice, with the same amount that you pay out for the basic version of the iPad Air, you buy top of the line from Amazon.
Even the Kindle Fire HDX 8.9 can boast a maneuverability never seen before in a tablet perhaps even better than in the device with Apple. More than for its size, very thin, what really surprises is the weight, very low, to 374 grams. A real novelty for the Kindle Fire, the first versions were not read, in spite of the small size. This time Amazon has managed to reconcile the matter with form. The display is the highest resolution, quad-core processor 2.2 GH provides good speed. The first time you pick up a Kindle Fire is 8.9 HDX is also affected by the fluidity and quality of the touchscreen, which in previous versions of the Kindle were not exceptional. The new tablet the company of Jeff Bezos is still one of the best around for watching videos, listening to music and reading comics. But the real critical point, what makes the difference, is surfing the internet. The new browser, “Silk”, it is not up to expectations. Indeed, the navigation, which at first does not seem to cause problems after a while ‘becomes slower and slower, until even in some cases to get stuck at all, especially in the video playback. On a negative note that ends up affecting a lot about the overall quality of the product. Not to mention that Amazon, although it can count on a huge media library, has not yet offer comparable to the Kindle app for Apple’s iOS. And the winner is … In short, the comparison between the iPad and Kindle Fire Air HDX 8.9 is won by the Apple device, despite the considerable difference in price. But the new tablet from Amazon shows that produce tablets of high quality at reasonable prices is possible. And who knows, the next challenge Apple does not end up having to worry seriously. 
The box, black and monolithic, is not unlike other devices Amazon: in this case minimalism typically raised by e-commerce tycoon disappears, by virtue of a more graphic packaging, with some technical info on the new device. The opening of the cardboard box reveals its precious contents: the tablet (as practice wrapped in cellophane), starting guides, information booklets, a USB data cable / adapter USBmicro-B and finally to the power grid. All this shows the extreme care that the loyal Amazon know well. 
The 8.9-inch screen is the strong point of the device from Amazon: we speak of a LCD panel 2560×1600 pixels (339 ppi), with higher resolution then all ‘Apple’s latest tablet, the iPad Air as well as in most of the Android models on the market. The picture quality is really unmatched , with superb brightness and colors: the contrast is remarkable to the point that it seems almost give three-dimensionality to the images shown on the screen. It would require a direct comparison to enact a real winner of this coveted award – something that unfortunately we can not do right now – but in all likelihood we are in front of the best screen tablet on the market (looking forward to see new devices introduced during the past month at CES and MWC). In support of a screen can show vivid images and incredibly realistic, we find a Qualcomm SoC suitably handsome, or the 800 quad-core Snapdragon 2.2 GHz with Adreno 330 GPU @ 450 MHz RAM memory on-board is 2 GB, now a standard for high-end tablet, while the storage is 16, 32 or 64 GB, at the option of the purchaser. The terminal is available only in versions Wi-Fi (802.11 a / b / g / n) and Cellular, thus including data microSIM slot and compatible with LTE and 4G networks. It can not of course be missing Bluetooth connectivity, available in version 4.0. The new “cut” XL Fire HDX range of mounts so the same hardware of the 7-inch version, and just like the younger brother lacks the GPS and microSD slot to expand the memory. 
One of the main objectives of the Amazon with its range of tablet Fire, is to find the right space in a market full of fierce opponents to defeat. The difficult task is to gain the consent of the public through a product that has the technical features to outperform the competition, a strong dose of practicality, a full range of software and – last but not least – an identity able to establish itself as a viable alternative. After evaluating a number of assumptions, the giant e-commerce has been considering an alternative path, creating an operating system capable of adapting to the needs of Amazon itself.