Wow Why so anti Apple!?
Are you seriously disagreeing with the comment?
"The devices will become more attractive, especially if Apple produces one, and probably cheaper, and people will get more accustomed to them,"
IF Apple produced an Ebook device and threw their brand and marketing behind it then its pretty much a guarantee that the devices would become more popular, attractive, and more widely understood.
There is no guarantee that Apple would produce a better Ebook but it IS pretty certain that if they did the average member of the public would become aware of them.
The more manafacturers the better surely?