Originally Posted by Nomadz

Well, you can control the brightness...or, set it to be adjust interactively to the ambient light.

I must admit, though, that the iPad is pretty difficult to read in sunlight. Someone needs to redesign an LCD - or, other technology - that can be read reflectively like the Kindle (which looks better outdoors) and backlit like the iPad (which is great indoors and in the dark). Until then, it's a compromise.