Digital media distribution is being fought on many fronts. And Amazon and Apple are confronting each other more and more. In the tablet arena on the hardware side and in the content arena, with video, music, and print. As e-books soar, Apple and Amazon are ready to use price as a means to try and build engagement. "Apple didn’t want to compete with Amazon on ebook prices. But it is already showing that it is more than willing to do so. And if customers are drawn to Apple’s new low prices on ebooks, it’s possible to envision the company’s ebook market share rising." Does the customer care who they buy their e-book from as long as it works on their device of choice.
It is interesting to note that the article is locked in to Apple and Amazon while Barnes & Noble and their Nook library of content is not even being considered as a pricing alternative.
The iPad may enable readers to see their Kindle library but I doubt that Amazon is enabling its Kindle to read iBooks from Apple. Apple doesn't like to share its library outside its mobile devices. The choice of hardware may lead consumers to their particular platform. Still price competition is good for the consumer as they determine how best they want to make their e-book purchase.