But the difference is that Kindle (to use your example) is only an app that allows me to read content available from Amazon. If I can buy it (whatever "it" is) from Amazon, I can read it on my iPad (iPod or iPhone) and the same is true for B&N, Borders and the other eBook sellers. The iPad is only the display medium. Since I already have the Kindle app, I don't see how Apple can control what I read on it since I am not purchasing my content from them.