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While I don't think iBookstore is going to overtake Amazon, I do think a lot of people underestimate the marketing power of it being something of a "native app" for iPad users and soon Touch and iPhone users.
While most of us savvy ebook customers will have a dozen or so ereading apps on our device, Apple's forte is expanding the market. There's a chunk of the market who are brand new to reading ebooks, who won't look beyond the iBookstore for their reading material. (At least until they get used to ebooks.)
I'll be going with Smashwords for the time being, myself, though. I have a Mac, but one less version to prepare is a good thing to me. (Although I might make an ePub for Goodreads' new sales program.)
Camille
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