Thus, while Amazon and other book sellers may crow over how their screens are easier to read in broad daylight and are 'better', it's all subjective - a basic e-book reader is not an iPad and never will be.
If Apple is able to deliver a much more 'smudge proof' and fingerprint resistant screen, with has much better anti-glare properties, then fantastic - a lot of Apple users would love to see such advancements.
The iPad's attractiveness to smudgy fingerprints is no great barrier to the iPad's or iPhone's success, however - were that the case, the iPhone and iPad wouldn't be riding high on the sales charts, would they?
Still, an iPad 2 or iPhone 5 with an improved screen will be welcome. Until then, you'll either have to manually clean the screen (just as you need to clean other things in your life), or just turn your iDevice on and notice how the smudges and fingerprints seem to disappear from view once you're using the device.
Then turn off your iDevice and look at it at an angle to see the screen smudges, and note to yourself how you don't make a habit of looking at your iDevice sideways to look for fingerprint smudges because you have much, much, muuuuuch better things to do with your time.
Like finding a screen wipe and cleaning the screen if it irks you so much. Or get an anti-glare screen and apply it to your iPad or iPhone, as I have done. It can still smudge, but it helps with the glare, which is why it's called an anti-glare screen.
Will Apple deliver an improved screen experience? Well, why not? They've done it before with that oleophobic coating, and so there's no reason why they can't do it again.
Whether that advancement will come with the iPad 2 and iPhone 5 is yet to be seen, we might all have to wait until the iPhone 6 and iPad 3 first!
Here's more on the iPad 2.