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Sony is a dying in the ebook industry. Amazon has readers for PC/Mac/Android/iDevices ...etc and has had for quite a while. Sony is stuck in a "buy our hardware" and we try to lock you in our books biz model.
Apple (unlike the others) has allowed all it's competitors in the eBook market to have apps on it's devices. B&N, Amazon, Kobo, Borders all have iDevice apps. Sony is just not very smart.
By the way, Txtr is an iPhone app (will work fine on iPad, just not very pretty) that will read your ADE protected ePubs from the Sony store. It is free in the app store.
Or, learn to strip DRM and read them when, where and on whatever you want.
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