I'm not sure whether iPhone will ever become a true "e-book reading platform" but Amazon is pushing forward. A few weeks after buying Lexcycle, creators of Stanza (the popular e-reader of iPhone), they've announced today that their Kindle Store is now seamlessly integrated with their Kindle for iPhone app:
Amazon Launches Optimized Kindle Store Seamlessly Integrated with "Kindle for iPhone" App -- The Most Popular Books App for iPhone and iPod Touch"Now when users of the a Kindle for iPhone app click on "Get Books", the new Kindle Store tailored for the size and shape of the iPhone and iPod touch screens automatically opens in Safari."
I wouldn't call this "seamless" but it's another step that would increase the popularity of e-books.
2 hours ago