Mobile Art Lab has developed a picture book for children in which the iPhone plays an important role. The phone is put into a children’s book. Readers turn the pages on the phone and in the book simultaneously. The iPhone adds interactive elements to the reading experience. In my opinion, this is not only a great idea but also a promising approach to show how electronic media and print media can coexist and create synergetic effects. The iPhone application can be downloaded for free from the App Store, the picture book is available for about $30 at Amazon in Japan.