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Amazon Creates iPad Store that Circumvents Apple

Amazon has opened an online store for iPad owners that circumvents Apple's own outlet, meaning people can buy eBooks without the fruity firm receiving it's 30 per cent cut of the sale price.

The new Kindle Store is specifically designed with iPads in mind and can be accessed via the Safari browser that comes pre-installed on Apple's tablets. However, it's also possible to download eBooks via the Amazon Kindle Cloud Reader application.

The first time a user accesses Amazon's Kindle store on their iPad, they are encouraged to add the icon to the home-screen, giving it as much accessibility as Apple's own apps.

Quite a few retailers used to sell eBooks for the iPad, but after Apple introduced the revenue share system, many of them removed the option. Since then native iOS apps have forced any sales to give 30 per cent of revenue to Apple, but with this new system Amazon has found a way around it. It seems likely that Apple won't stand for this for long, but for now at least the online retail giant has a fancy new income stream.

NMA has reported others have also followed suit, using HTML-5 based applications to help them maintain 100 per cent of the sales revenue.