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I tend to agree with MP that Apple's behavior points toward their not really caring about ebooks. And I suspect that Apple is correctly reading their market.
For myself, I never read ebooks on my iPad. I do read a subset of books on my iPhone, mainly things I'm already reading on my Kindle. I buy ebooks to read on the Kindle. At that point, it's just a matter of seconds for me to send a duplicate copy on my iPhone in case I'm somewhere without my Kindle & want to read on.
I very strongly doubt that the iPad or the iPhone is very many serious readers' primary EBR. The devices simply don't lend themselves to extended periods of time reading. I'm not saying it isn't done - I've read entire books on my iPhone. I'm just saying it isn't done much.
So I suspect that it really doesn't make much difference to Apple, nor probably to Amazon or Kobo or anyone else, if the customer has to go to an internet browser to purchase ebooks.
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