The Kindle Cloud Reader will work in a similar fashion to Amazon’s previous iOS app, allowing users to read any ebook purchased through Amazon as well as make new purchases – all without having to jump through Apple’s hoops that would have decimated their profit margins in the market. Sadly this app will currently not work work on the iPhone, instead working as a Chrome app for Mac/Windows/Linux, on Safari, and on iPads – an iPhone optimised web app is reportedly in the works. This app does not yet, therefore, fulfil the promise of HTML5 interoperability – but Amazon is trying to get there. An HTML5 app would have likely always been in the company’s future plans as Amazon attempts to get Kindle available to read ebooks everywhere, but Apple’s terms change would likely have hastened the project.