Eventually, but many are locked in by 2 year contracts. Apple probably figures it can force them to switch from Kindle to iBooks and then once their cell phone

Eventually, but many are locked in by 2 year contracts. Apple probably figures it can force them to switch from Kindle to iBooks and then once their cell phone contract is up they will have even more incentive to by an iPhone 6 because all of their content is inside Apple's walled garden.