Of course it's ok. It's a free market. There are at least half a dozen different companies I know of producing e-book readers. What would preclude Apple from co

Of course it's ok. It's a free market. There are at least half a dozen different companies I know of producing e-book readers. What would preclude Apple from competing? They don't have a monopoly on publishing or any other conflict of interest. They are quite well known for producing good consumer electronics devices so it does seem like a natural market for them to enter. Amazon isn't exactly a saint either -- the Kindle is a DRM-ed closed platform just like Apple's product would likely be. As far as Amazon's success goes I'd say they're in good shape to compete with Apple toe-to-toe in digital publishing / e-book readers. Their only limitation may be the inability to offer a richer platform. The Kindle is pretty limited to just an e-book reader with tie-ins to the Amazon store. Apple would likely offer a device with a color screen, full audio/video playback, almost certainly a third party App Store. That might be more appealing to a mainstream audience that wouldn't spend $250 for a device that is exclusively an e-book reader. Amazon could easily adopt Android and beef up the Kindle into more of a general purpose platform. Competition is good.