Amazon's Kindle reader apps for Apple's iOS devices – the iPhone, iPad and iPod Touch – now support books with audio/video elements. The ability to play embedded video/audio, however, does not extend to its flagship eReader. There are currently 13 e-books that leverage this new feature, including five travel guides, a cookbook promising “heavenly cakes”, and a knitting guide for beginners.
"In the new Kindle Edition with audio/video of 'Rick Steves' London,' the embedded walking tours allow customers to listen to Rick as they explore the sites of London," said Bill Newlin, publisher of Avalon Travel. "Rick's narration adds depth to the reader's experience, while listeners can follow the routes more easily with the text."
Apple is trying to present the iPad as an alternative to dedicated eReaders like Amazon's Kindle. Factor in the growing number of mobile devices capable of doubling up as eReaders and dedicated eReaders begin to appear vulnerable.
But Amazon harbors no intentions of going down with the ship it commands, if it does drown. The company is hedging its bet by porting the Kindle experience to disparate consumer devices. It currently provides free reading apps for the PC, Mac, iOS devices and Blackberry, and plans to support Android soon. Its software presence across a wide range of devices is like an insurance policy against the threat these very devices pose to its eReader.