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It's not the iPad's fault that Amazon uses low resolution images. Also, how did you zoom? Obviously, if you zoom so the image or text completely fills up the iPhone 5's 4" screen and the iPad 3/4's 9.7" screen, the iPad will look more pixelated. However, if you zoom so that the object is the same physical size on both the iPhone and iPad, pixelation would be more or less similar.

Just tried Amazon's full website on my iPhone and iPad and zoomed images look pixelated on both. No amount of PPI is going to solve the issue there since it's the source image that's the problem. Text is just ever so slightly smoother on the iPhone but unless I stare at the iPad too long, jaggies aren't really that noticeable.

You're right. When comparing Amazon's classic website, I chose to focus on the words "shop now" in the middle of the screen. In my haste, I didn't realize this was part of a kindle ad which is of a lower resolution than the rest of the page.

My bad.

I do however, remember that the page seemed much more sharper on my iphone 5 than on the ipad 4 display model.
 
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It's all about viewing distance. People looking or reading at iPhone & iPad Mini would need to get closer in vewing distance as the text are smaller in physical size in both device, thus higher ppi is needed to accommodate the same retina experience.

In bigger device such as iPad Air, people are expected to look at farther viewing distance and at those expected distance, the said ppi in iPad Air is enough to accommodate the retina experience.
 
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