I find it curious that Amazon is taking the fight to Apple. In my professional opinion this is an unfair match — with Amazon being on the losing side. Perhaps therein lies the problem — Amazon is no longer the giant in this space. Yes, agreed Apple started the fight with the combination of price matching and service (iBook Store). Then to add insult to injury Macmillan gets cozy with Apple so I understand Amazon’s need to attack.

And Steve Jobs wasn’t being coy about it, saying this morning: “Amazon’s done a great job of pioneering this functionality with the Kindle. We’re going to stand on their shoulders and go a little further.”

-Jennifer Van Grove, Mashable

Read more at The Huffington Post….