Ladies, ladies! Can't we all get along?

When Apple launched its iPad in spring (doesn't it seem, like, two years ago?) it was quickly recognised that its chief rival - at least until the Samsung Galaxy Tab is finally released - is Amazon's Kindle. Black-and-white and devoted to reading, Amazon's product isn't a match for the iPad in terms of power. But at £109, it's a LOT cheaper, and its e-ink screen makes it much easier to read in daylight.

Hence this cheeky ad from Amazon, which aired in the US starting last week.

Mee-ow! That's a pretty thinly-disguised iPad being mocked, right there. Will Apple retaliate? Will the next iPad somehow feature a colour screen that's also sun-friendly? We can't wait to see how this cat-fight plays out.