Amazon has directly challenged the iPad in their latest commercial. The premise of the ad is that a man cannot read his iPad in direct sunlight due to the glossy screen whereas a women with a Kindle can read perfectly fine. There is also the suggestion Amazon believes the iPad is too expensive. Click here to view the commercial for yourself.

While the problem is a real problem (trust me, it can be very frustrating), iPad users can be comforted by the fact they can access the same array of Kindle books via the app. Also, if you flip the situation to low light, the iPad is easily viewable whereas the Kindle is not.