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The only way I could see the iPhone suddenly taking off as an ebook reader device would be if Apple decides to distribute ebook reader software and advertise ebooks on the phone itself, e.g. bestsellers or the Oprah picks or something like that. It would be clever of Apple to do a deal with MobiPocket, but I doubt it will happen, and as much as Apple likes selling content, I think they're more likely to focus on selling audio and video files to their phone users. They have an existing channel for that and it's where the money is.
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