Even before it has landed in the hands of consumers, Apple’s iPad is already living up to its reputation as a “revolutionary” device. The first battle, in what may become a full out war, has begun in the lucrative book market with Amazon pulling all of Macmillan books from its digital inventory. Rumor has it that the two companies are bickering over pricing with Macmillan (and other publishers) reportedly pushing Amazon for the same $15 price point being offered by Apple. Amazon has refused to negotiate and is staunchly sticking to its $9.99 pricing, a price point to which publishers begrudgingly agreed due to the popularity of the Kindle. Now that there will be soon be a new game in town, the Kindle is losing a bit of its luster, and Amazon loses some of its leverage and the whole e-book market gets turned upside down. Oh, Apple.