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There is no reason for it. For Apple to enter a market, they have to see a way they can redefine it and make money. And why...when the iPhone and iPad are great reading devices.
And as to pricing. Remember Amazon's original Kindle's were over $400...about the price of a new iPad mini.
If Apple did come up with a great color eInk screen, they'd release a special iPad edition with that screen.
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