Amazon may be the biggest name in the world of e-books, especially with its new Kindle Unlimited service, but it’s far from the only game in town. Oyster and Scribd offer similar – and arguably better – services for about the same price. But another company is silently making a push to challenge Amazon: Apple. Apple recently acquired a company called BookLamp, which is known for its Book Genome Project. Called “Pandora for books,” the Book Genome Project gives you book suggestions based on a natural language analysis of the other books you’ve read. Basically, BookLamp’s tech scans the writing styles of books you like, then goes and finds other books or authors that write in a similar style or with similar themes. Its goal is to recommend books you won’t be able to put down, instead of just recommending whichever books are most popular. That means Apple’s iBooks service will be able to offer better recommendations and smarter searches than ever before – and help you discover your next favorite book.