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Macworld.co.uk - Amazon has targeted Apple's obsession with shiny screens in a new TV ad.
Two holidaymakers are shown relaxing in the sun by a pool, both reading, one on Apple's iPad, one on Amazon's Kindle.
The iPad reader asks how the Kindle reader is managing to read in the bright light. "It's a Kindle," comes the reply. "$139. I actually paid more for these sunglasses."
The Amazon ad - here - ends with the tagline: "The all new Kindle. Only $139."