Apple's Book Reader?

There have been many report lately regarding Apple's still-mythical tablet. I've weighed in with my fantasy device, as well.

And there have been reports that Apple is working with publishers on an e-book reader of their own, similar to a Kindle.

So what would an Apple tablet/e-book reader be named? It's so obvious, I almost fell out of my chair when it hit me.

How about iBook?

I can hear Steve making recycling jokes on stage already...