When rivals pay attention to what you're doing, it means you're doing it right. At least, so it seems in the case of Apple.

For months, the iPad has been derided by Microsoft in several commercials produced by the software giant, and now Apple's tablet is getting criticized/ridiculed by Amazon.

A recent advertisement from Amazon, mocks iPad Air, saying its Kindle Fire HDX 8.9 tablet has better screen (higher pixel density), weighs less, and of course, is cheaper (by $110). However, Amazon conveniently fails to compare other issues such as iPad Air's responsiveness, user-friendly interface, superior build and feel, and most importantly, the App Store, and the unparalleled Apple iCloud ecosystem.

Technology analysts have been giving the latest iPad thumbs-up all the way and heaping praises by even calling it the "best 10-inch tablet by a margin." However, it seems Amazon doesn't feel that way and the online retail giant thinks users who are mostly interested in watching videos, playing lighter (and older games) and shopping a lot on Amazon are better off with Kindle Fire HDX. Probably it's right.

Definitely Kindle Fire HDX 8.9 is better than its predecessors and has got a better screen quality than iPad Air. It's true that it is priced lower than the iPad Air. However, we think that comparing the iPad Air with the Kindle Fire HDX is similar to comparing a Mercedes Benz S-class sedan with a Ford Fiesta. The comparison is plain silly. It's true that Amazon has come a long way from selling just e-readers to selling tablets, but we think the latest advertisement is plain silly.