The iBookstore is now live on the App Store (free) and comes with Winnie the Pooh and the ability to sample of any book in the store before buying.  US-only and iPad-only for now, global editions are expected in the near future.  

It isn’t certain if Apple will build versions of the iBookstore for Mac and iPhone/iPod touch like Amazon has built with the Kindle but it would certainly be welcome.

You can also drag free ePub books manually into iTunes as demoed here.

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