Given a choice between AAPL and AMZN as a source for purchasing "ebooks", which would you prefer?
'No brains' is about right given the way you've arranged this straw man.
Fact of the day: Apple doesn't set prices under the agency model.
1. Kindles won't read non kindle ebooks. (The kindle fire might if you know how, but it's not easy)
2. iPad will read all competiting ebooks.
3. Amazon's policies coerce publishers to keep prices low, in particular generating a revenue poverty trap for publishing books at prices between $10 and $20.
Every Kindle ever sold will read PDFs, and with software like Calibre, you can convert every modern ebook format to it.
I'd like to see "ebooks" that can be converted to plain text (and hence other typesetting formats). What are the chances of that?