It's just a cheap gimmick really. Kindle is subpar to the iBooks experience we Apple fans all love and demand. This won't make us switch to Amazon.
Are you ****ing kidding me?!
I LOVE Apple, and have for the last 22 years, however, I don't like to put my eggs in one basket. Nor do I like to overpay for digital copies of stuff. Hence I use Amazon for eBooks and music (when eMusic doesn't have what I'm looking for). If I wanted to overpay for books, that's what Barnes & Noble is for.
I think the iBooks Authoring tool is great, and I love the overall quality of them. However, for just plain reading, the iBooks software sucks. And so does the Amazon one even. So I rip the DRM off my purchases and use them in whatever reader I want.
People have the right to get digital copies of their books for fairly cheap. Apple of course doesn't have the power to do so, but it doesn't mean that Amazon isn't in the wrong for doing so.
And honestly, it doesn't matter to Amazon whether you switch or not. What matters is that the people who are still buying print books, or have in the past, might just pick up a Kindle, or even sign up to read those books on whatever device they own. And if they like it, it'll lead to more eBook sales for them.