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The iPad has already sold in 3 months, more then all the Kindle's in 3 years.... Of course not all iPad owners use the Kindle app... but if iPad reaches 10 million by the end of the year, it could be possible that more people are reading Kindle books on the iPad than Kindle's.
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I don't know, i think most people buying an iPad buy if for totally something else than reading. Unless you're talking pdf, a reader will to the job better than any tablet. People how want to do some serious reading will get e-readers. Or already have one.
Plus, people using an iPad are more likely to go iBook than kindle apps.
And really, "open" and "apple", in the same sentence disturbs me. Apple is as un-open as can be ! Proprietary plug, proprietary transfer protocol, proprietary software...