Un-Apple: Amazon Leapfrogs iPad OS With Cloud eReader

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Amazon are shedding its Apple app skins: its round 2 of the epic struggle between Apple and Amazon.

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This time, Amazon have released Kindle Cloud Reader app for iPad, Mac and PC, which eschews Apple’s browser and allows the e-reader to work even without an Internet connection (Steve Jobs will not be pleased). 

The new ‘Kindle store for tablets’, by the way, is “optimised for iPad’s”, Amazon reminds readers, meaning users can read and buy content without using Apple’s iOS 4 browser. 
“Kindle Cloud Reader is a web app that lets you read your Kindle books, instantly.” 
The cloud eReader app is also enabled for Google Chrome (Mac/PC/Linux/Chromebook), Apple Safari (Mac/ PC). 
So, no more browsing on Apple App Store, Kindle users can now head to Amazon AppStore instead and buy The Girl With The Hornet’s Nest or The Help (this week’s best seller) from the Kindle kings.
Meaning the iPad maker won’t pocket any of the takings from purchases of the app (Apple set 30% fee), which will now go to, you guessed it, Amazon instead. 
This comes after Steve Jobs’ giant changed the rules for publishers and other companies, insisting they remove any in-app purchasing links directing back to their site. 
And remember, this is the same Apple who took legal action against Amazon, looking to prevent the e-tailer from using the ‘AppStore’ name on its rival Android store, claiming it would confuse customers.  
This blow to Apple comes as publishers are getting fed up with Apple’s greed, pocketing 30% of any app transaction on its iPads, Mac or iPhone. 
 
And its all thanks to HTML5 web technology, which allows browsers to be bypassed and linked directly online. 
 “We have written the application from the ground up in HTML5, so that customers can also access their content offline directly from their browser … The flexibility of HTML5 allows us to build one application that automatically adapts to the platform you’re using – from Chrome to iOS,” said Dorothy Nicholls, director of Amazon Kindle. 
“We are excited to take this leap forward in our ‘Buy Once, Read Everywhere’ mission and help customers access their library instantly from anywhere.” 
Facebook are also doing the same thing with forthcoming iPhone and Android apps, preventing Cupertino taking a cut of ‘credits’ it intends to sell to users. 
The Financial Times are also defying Apple’s stingy rules, and many others, including Kobo, are also following suit. 

“We expect to see more HTML5 apps and fewer native apps,” Stephen Pinches, FT group product manager of emerging Technologies, told the BBC. 

 “We believe that in many cases, native apps are simply a bridging solution while web technologies catch up.” 
 

We bet Steve Jobs and his Cupertino troops are very un-appy.

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