"Lack of localized contents is an issue for e-readers in the region. In China for example, some consumers are still relying on pirated Internet downloads," said Dickie Chang, senior market analyst for Client Devices Research at IDC Asia/Pacific. "Online bookstores haven't been earning device vendors wide margins on content, and face aggressive iPad pricing, squeezing them further,"

In tablets, Apple became more active in Asia for the launch, similar to its approach with the iPhone 3G,said IDG, adding that Apple's aggressive pricing and strong branding left little room for other players to prosper.