Hoping to stand on Amazon’s shoulders, Apple announced its newest app, iBooks, for the new iPad device (and also for existing iPod touch/iPhone users? It wasn’t clear from the statement). The iBooks app will function as an eReader, and users can download titles from the new iBooks store, starting today. Apple announced partnerships with five major publishing houses, including Penguin, Macmillan, and Simon & Shuster — but not McGraw Hill, which had a noticeable NDA break yesterday.

Reading and page turning all look intuitive and natural for users, and Apple hopes to combine casual as well as academic reading on the device.

image courtesy Engadget