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I work in the entertainment industry which is dominated by Apple products, so I've seen lots and lots of iPads but no one I've seen with them uses them for reading ebooks (at least not on a regular basis). It's mostly used for video, email and video chatting, from what I've seen.
My podiatrist saw me reading my Kindle and told me he had an iPad but didn't use it for reading. It does so many things, that I think reading ebooks on it is way down on the list for the general public.
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