Because there’s no way to use them in a dedicated eReader. I love my iPad, but for extended reading sessions it’s not even comparable to a Kindle (or other eReader). The eInk screen is easier on the eyes and doesn’t fuck with my sleep, they’re lighter and more easily held than an iPad Mini, and I can toss it in my bag for weeks and it’ll still have battery power.

If the Apple struck a deal with Kobo or BOOX to get Apple Books on their device (or fuck, makes their own) I’d switch in an instant.