Earlier this year a study was carried out to understand and measure the user experience that ebooks provide. With an emphasis on the Apple iPad 2, the study evaluated the user experience that fourth generation ebook readers offer. Qualitative and quantitative study affirmed that the user experience rests not just in the ebook but on the device that the ebook is read. The experience must be harmonious between book and cover, and the reading experience will be heightened if both device and contents can engage the reader on a functional, material, and emotional level as well as a cognitive or experiential level.