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My impression is that the real focus was on longevity of the platform - and its flexibility in terms of compatible hardware. Having Kindle Reading Apps available for PC, Mac, iPad, phones, Android, etc. - insures the consumers' ability to keep reading Kindle books - even if Amazon no longer made Kindles, or even went out of business. As long as the consumer has access to the software, the books are still viable.
Such is not the case with iBooks.
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