Amazon is introducing a new version of the Kindle app for iPhone and iPad that allows for video or audio to embedded in a book. This functionality is not available on the Kindle because it’s just not built to do that (or display color, for that matter). There aren’t many titles available yet that have these embeds – in Rick Steves’ London, the author gives a walking tour of London – but if this is going to be a popular component of the ebook of the future, Amazon will have to either reengineer the Kindle or become an app maker for Apple devices.