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I've gotta agree with both of FJames' points. They're definitely being short-sighted here, as they want to give everyone the reason to buy the next iPad instead of a Kindle or Nook or Kobo. If you use the device mostly for reading - expensive, but I know ppl who have done it - then the e-ink readers suddenly become more attractive as Apple continues to lock things down.
That being said, I did try to buy books for the Kobo using Safari on the iPad, and had no issues at all. So you don't even have to log onto a PC to do it, you just can't do it in the app itself.
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