Don't get confused: Amazon will always sell you both razors and blades. They're not in the business of winning one specific category: they want to win everything.

That's why you can use the Kindle app on your iOS, or Android, or web browser. Or Amazon Prime on PS3/4, Xbox One/360, Roku, iOS.

They don't have to kill the iPad; they just have to win every book reader.

Except Amazon Prime still doesn't work on Android, other than the Fire. Kindle is truly cross platform, but Prime streaming video is not.