The back page has this incredible grid display of holiday cakes, cookies and other treats.

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Customers then have to push a button for the phone to display the familiar grid that Apple claims infringes its design.

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The Amazon typography team worked at the pixel level to ensure consistency of stroke thickness and shape profiles across all individual glyphs, aligning each size to the specific grid of the new Paperwhite display.

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If you swipe across the display from the right edge, you're taken to the open applications view -- a grid of cards representing running apps.

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