Apple changed their in-app purchase policy and ebook vendors were forced to close their integrated stores. Rather than just direct you to the web browser to buy ebooks, Amazon created a web-based ebook reading experience where you can buy ebooks and read them in online or offline modes right from within the browser.
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Amazon just started shipping the Amazon Kindle 2 to buyers last week. In their February launch event they mentioned that the Kindle software with Whispersync would eventually come to other devices. Well, that time has come MUCH sooner than anyone anticipated and you can now download the software and read Kindle books on your Apple iPhone or iPod touch. Amazon just changed the game when it comes to ebooks and sets the new standard for ebook content.