If I read a book I want to read it on my Kindle not my iPad, to me, they are not really the same market at all, you only have to try and read an iPad for long periods or outdoors to realise it is just not suitable. A lot of people I know and myself included NEED a tablet that can be read in sunlight and unless new technology comes to the fore, LCD panels just don't cut it - also the iPad is just too darn big and heavy. Kindles are huge at the moment, its a big market, but the device (and all the other e-ink readers I have seen) are poorly designed and ugly. Apple could own this market, a beautiful e-ink reader that just does books and nothing else - they could charge a premium over the Kindle and it would sell by the truck load. Apple make cheap and minimal music players - shuffle, nano etc why not an e-ink reader?