Apple CEO Tim Cook hits out at Amazon Kindle Fire tablet

Budget tablet's lack joy with price rarely the most important thing says Apple head

Hitting out at the budget tablet market Apple CEO Tim Cook has reportedly said 'price is rarely the most important thing' when referencing the Kindle Fire

Apple CEO Tim Cook has taken a swipe at the budget tablet market with the likes of the Amazon Kindle Fire branded as joyless.

Speaking during his keynote speech at the Goldman Sachs Technology and Internet Conference, Cook shared his views on the budget tablet scene as well as the continuing flurry of iPad mimicking devices.

“Price is rarely the most important thing," Cook said when questioned on the tablet market. In a comment widely believed to be directed at the recently released Amazon Kindle Fire he added: "A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it, and the joy is gone.

"The joy is gone every day that they use it until they aren’t using it anymore. You don’t keep remembering ‘I got a good deal' because you hate it."

Turing his attention to the ongoing patent wars and highly contentious array of iPad copying tablets Cook said: “The real catalyst to the tablet market will be innovation and pushing the next frontier. Honestly, we’ll compete with everybody. I love competition. As long as people invent their own stuff, I love competition.”

Apple iPad 3 Rumours

Cooks comments came just weeks ahead of the expected arrival of the third-generation Apple tablet with the iPad 3 release expected to be confirmed on March 7th.

Tipped for inclusion on the second-generation Apple tablet, the iPad 3 is expected to play host to a higher resolution screen, similar to the Retina display offering found on the iPhone 4 and iPhone 4S.

"The new display is capable of greater resolution than the current iPad, with more pixels on its screen than some high- definition televisions," an unnamed insider source announced recently. "The pixels are small enough to make the images look like printed material. Videos begin playing almost instantly because of the additional graphics processing."

Elsewhere recent iPad 3 rumours have suggested the iPad 2 replacement will feature a form factor 1mm thicker than its predecessor with the increased internal space to be filled with the new display, an A6 quad-core CPU and improved optics for the rear-mounted camera.

Was Tim Cook right to hit out on the Amazon Kindle? Take a look at our Amazon Kindle Fire video below for all the details of the budget-friendly tablet.