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I use the following e-reader apps on my iPad: Kindle, iBooks, Nook, Borders
But the one I use the most is the Kindle. The strength of the Kindle app is the Amazon bookstore. It seems to offer the greatest selection along with access to public domain titles. The white print on black background is great for reading in bed at night. The recently added two page view has become my preferred format. Amazon seems to be pushing the e-pub envelope. It has a large selection of low cost new e-pub offerings.
The iBooks app is visually pleasing but I'm not a fan of the bookstore.
B&N seems to be making an effort to compete with Amazon. It too is offering some e-pub only books at decent prices. The Nook app has some nice features but I find it a bit quirky to use - the two page view isn't available for all fonts. I hope they continue to work on the app because it is helpful to have good competition for Amazon.
I haven't used the Boarders app enough to evaluate it. I understand it is the same as the Kobo app.
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