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Say, in all this Amazon vs. Apple speculation--and whether Apple would permit other readers to run, especially as they plan on selling ebooks for $15 instead of $10, there's another player that's left out! The publishers!
They could simply say to Amazon-- our ebooks are now going to be $15 if you want to carry them. Before Amazon had them over a barrel, now with the Apple iBooks store, they'll have Amazon over the barrel.
So, Apple can sit back, let a thousand flowers bloom, permitting all ebook reading apps on the iPad, knowing that the publishers will be kept happy, and that customers will buy the iPad because it's a more versatile device than the Kindle. As stated here several times, Apple's focused on selling iPads and hardware, not ebooks.
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