The simple, and most effective answer here is "buy a Kindle." If you want Apple to get the message loud and clear, go buy what they're trying to kill off. If Apple is going to insist on this and Amazon pulls the app, that's exactly what I'm going to do. I won't get rid of my iPad as I use that for a lot of other things. But I will take my Kindle books back to the platform it was intended for, if Apple keeps pushing. And when it comes time to look at a new tablet, well, then I may think twice about an iPad.
At the moment, I'm wondering if all of this is simply to keep Apple out in the news, good or bad, during a time when absolutely nothing is really going on for them. Remember, MWC is going on and tech news would otherwise be covering products from there. Now they're obsessed with Apple. Think about how much oddball Apple "news" (rumors) is out there this week when there really hadn't been much before - new "small iPhone," 3 different iPhone models being tested (one with keyboard,) new Macbook Pros again today, iWork 11 demo in Mexico (or wherever), etc. It might seem like this is bad news for Apple on this in particular, but it can't hurt too much to let this ride for a bit since it gets the attention off other products, then they come out next week or sometime soon with something that explains this more to calm nerves - but at a great time to keep the airwaves filled with the name "Apple."