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To download the ePub format to your ipad, tap on the ePub button in the Your Products page of your account and when the dropdown menu appears
with Download in it, tap on that.
That will download the ePub into Safari, but Safari can't read those types of files, so it will say in the upper right corner 'Open in iBooks"
Tap on that and the ePub will be opened in iBooks.
I hope that helps,
O'Reilly Book Support