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What is confusing is that:
1) Some companies are releasing two apps-one for iPad, and one for iPhone.
2) Some companies are releasing one "Universal app" which is basically two apps, one for iPad and one for iPhone, but in one download.
So even though programs like iBooks look like they are one (same) app for both the iPad and iPhone, they can actually be quite different, depending on the developer (beyond just using more screen real estate)
You can tell a Universal app by the little plus sign near the icon in the App Store.
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