Kindle like Free App gadeget is introduced to the Apple iPhone and iPod Touch opening a wider range of possibility of e-book readers. The program can be download in the online itunes stores it allows iPhone and iPod Touch users to read the same e-books that Kindle owners that buy on Amazon.com.
This gives Amazon more possible e-book buyers ( 4.3 million 3G iPhones were sold in the US in 2008) This could increase sales for Amazon, although Amazon hopes that this app is a starters way of being introduced to e-book reading and buying and in hopes that will interest users to purchase a Kindle.
I think this is a great way to not limit people to just using a Kindle or the Sony's Digital Reader. Also I am certain the people would prefer to read e-books on something small and portable like an iPhone or and iPod Touch.