I would advise you to go into a shop and use a couple of them. I compared the PRS300 with the PRS600 in a shop and then went and bought the PRS505! The reason I did this was the lack of touch screen, when looking at them side by side you can clearly see a bit of a blur with the touchscreen wires over the eInk.
I avoided the Kindle because of the various issues with proprietary nonsense, and because I live in Europe which Amazon don't seem to care about.
I've no experience of other devices as yet but would highly recommend the PRS505 which is (despite rumours) still available, and (despite rumours) supports pretty much all of the formats available including nicely scaling PDF, or where there are images etc landscape mode can show 1/2 an A4 page at a time.
The Apple screen probably will be nice to read from (the iPhone is fantastic) but the battery life will make it pointless if reading is your priority.
Hope this has been of some help to you.
Dave
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