The launch of Amazon's first Kindle e-reader in 2007 upended the publishing industry. Now a San Francisco startup founded by a former Apple executive wants to shake things up again.

Inkling, which counts Sequoia Capital and publishers McGraw-Hill and Pearson among its investors, yesterday at an event in New York City unveiled a new digital book publishing tool for professionals, dubbed Habitat. It also launched the "Inkling Content Delivery Platform" to allow people to comb through books using search engines like Google and read limited amounts of content for free.

With its new products, Inkling aims to become the most-used platform for delivering "content you can use." And it hopes to put pressure on Amazon (and Apple, to a lesser extent) during the process.