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Current book reading apps would be running in a sort of "emulation mode" on the iPad. that is in a small sized window due to screen resolution design. Even magnified, it's not taking up a full screen. To use the full 9.7" screen you need iPad apps.
I think it's good to have a wait and see approach until the product is actually out to see if Apple will allow iPad specific book apps to be added. They historically have been reluctant to let in apps that compete with 'native Apple' apps at least the ones they feel take a piece of their money.
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