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Kovidgoyal, I think the issue that you are forgetting is DRM. I would suspect that Amazon has contracts that require DRM, which means these apps must be able to read the DRM that kindle uses. I can easily see Amazon rolling out the kindle app for the iPhone and any other cell phone that 1) has enough market to make it worth while and 2) isn't hard to write for. Once DRM goes away, then I can see Amazon opening up the kindle store for everyone. Amazon makes their money by saleing product, not from making it.
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