Doubt it's choice
I really doubt it has much to do with choice.
Sure if Amazon let Apple sell their iBooks on the Kindle maybe it would help, but in most people's minds Amazon = books and that's where they go.
They even promote them alongside the physical ones, something Apple can't do.
I have an iPad and have tried the ibooks app, but couldn't find any of the books I wanted. That's also not helping. Of course since then I've hardly used that app anymore and just go to Amazon.
Same thing with iTunes and Amazon MP3s.. Guess which one is more successful? (hint: it's not the one which gives you more choice)
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