All the Exact Editions publications already work on the iPhone, all our pages are web pages, so its not in our plans to develop a comparable solution for fungible text. We think (and more important Google Book Search thinks) that pages and page lay-out matters. This 'conservative' or 'post modernist', 'hyper-referential' preference comes with predilections for colour, illustrations, complex layout, paginated references and citations. All the gorgeous apparatus of print that is lost when books, magazines and newspapers are boiled down to a simple ASCII/XML stream.
Hardware Standards Proliferating
The very diversity of these devices will make it impractical for publishers to create different versions of their properties for different platforms. Rather than re-format and re-package content for devices with varying interfaces and form factors, much better to offer a digital edition that can be served and used through any valid web browser. Let the browser take the strain as Apple have done so magnificently well with the new Safari on the iPhone. Safari defeats the small scale of the screen by allowing web pages and images to be squeezed and slid around within the browser.
Just when I think, "At last! ePub! A standard! We can all move forward now!", comes Exact Editions offering another counter-argument.
I'd like to Fast Forward five or ten years from now to see what everything has settled on.