IBOOKS on iPAD and iPHONE Sync?

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Hello -
Pretty simple:  I have an iPad2 and iPhone 4S.  iBooks on both.  Recently just purchased my first two books via iBooks store on the iPad.  I checked settings on both iPad and iPhone and I have sync turned ON.  I have iCloud (not sure this matters).  Why don't the books appear on my iPhone?
The best way I found to sync PDFs in iBooks between all your IOS Devices and a Mac is to TICK the "Sync with this (Your iDevice) over Wi-Fi" setting which is found in the "Summery" when you open iTunes on your Mac and select your iDevice from the top let corner of your iTunes window or from the left side column in the Playlist amd Apply.
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