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Yeah, I'm not sure what an app-book is in context, either - but I am leaning toward the idea that it's more a multi-media platform than bundling each book as a separate app.
I'm not intrinsically opposed to the idea, but it's not for me. I don't like audiobooks and rarely watch TV. This sounds like it's adding things I don't like to something I do - and that doesn't work for me.
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