Apple is already in a dead heat with Amazon for real and expected popularity in e-book readers, comScore discovered late yesterday. About 65 percent of those asked this month were aware of both the iPad and the Kindle and were equally likely to buy: 14 percent are seriously considering purchasing a Kindle in the next three months, while 15 percent are investigating an iPad. Those looking at Kindles were more likely to have already bought their devices, though with the iPad not yet in stores the figures are likely to change.
