iBook store very iTunes-like in character, most prices seem a bit higher than Amazon. More $12.99, less $9.99. #yg

OK, five of the largest publishers in the world at the iBook store. Penguin, McMillan, didn’t catch the three others. #yg

Jobs now showing the eBook reader app. The new app is called iBooks. Has a bookshelf with books on it, as well as the iBooks store. #yg

Observation so far: nothing about network operators involved. Steve Jobs back on stage now. #yg

50 minutes in, and we have heard from only one publisher. Hmmm. I suspect they’re being held back for the second act. #yg

Chad Evans from MLB.com: decided to not just scale up iPhone app, but to reimagine the live game experience. More game console like. #yg

EA now showing auto racing game Need for Speed on the iPad, using the entire tablet as the steering wheel (accelerometer and touch). #yg

Scott Sprang of Brushes now talking about his one man shop iPad app, which has been used on iPhone for New Yorker covers. #yg

Unlike on Kindle, NYTimes reproduces yet rethinks all the layout and typography available in the actual paper. Includes video too. #yg

Martin Nisenholtz and Jennifer Brook from the New York Times now up. They re-imagined the Times in the context of iPad. #yg