So there’s no doubt that paper is out and Amazon seems poised to control the ebook market, but apparently Apple is developing their own tablet or ebook reader according to Fast Company. The article suggests that Apple could essentially leverage its existing iTunes store to start pushing ebooks.

The success of this supposed ebook store would seem to rely partially on Apple’s existing user base, which hardly seems like a demographic that reads books very heavily. This isn’t to say that they might make sales from customers not using Apple products, but it seems that at least trying to push ebooks on its existing user base would fail.