Color shift in pdfs when viewing on ipad

Hey all,
Just wondering what I need to do to my PDF to ensure color are some what close to original when saving a PDF in Illustrator or InDesign. Yes i understand iPad would be using a different coor management to a desktop computer but surely there is a way to get the colors, brightness closer to original?
I notice that when doing standard and high quality saves in PDF format, the saturation and brightness contrast changes quite a bit, but if I save the image as a jpg its a lot closer.
I was just browsing a car site which seems to be exeriencing a very similar situation with one of their PDFs. When viewing in iPad have a look at how bad this looks (its way too dark) but when viewing on a desktop machine its fine.
http://www.holden.com.au/Satellite?blobcol=urldata&blobkey=id&blobtable=MungoBlobs&blobwhe re=1236959563505&ssbinary=true&blobheader=application/pdf
(If the link does not work go to the main domain, click on vehicles from menu, select captiva5 then click view brochure) to load PDF
Is it just a matter of color proofing using a specific model and drawing back on blownout levels before outputting to PDF?
Any help or insight would be great

Probably you are starting with an cmyk document and the profile is being translated that way.
Try converting the document to rgb then adjust your colors. Make sure you are using sRGB and not Adobe RGB 1998 or Color Match.
That should be the way to go.

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