"Pilots can use them, passengers can't?" Here's why. I spent my career in aerospace, the final two years on experiments involving these Electronic Flight Bags (In my case, ruggedized PCs, not iPads.) There has been hundreds of hours of testing, both in labs and aircraft to show that a particular model of iPad will not cause electronic interference to the controls or other safety critical systems... for that particular iPad model only. The pilot can't just go buy the next gen fondle slab and carry it aboard. Only the model and rev that has been approved. New hardware would require the testing process to begin all over again.
So, maybe if the avionics supplier who bought them from Apple and spent a lot of money going through the approval process would allow you access to their proprietary certification data, you could make a case to the FAA to allow you to use --that exact iPad-- during takeoff and landing. Good luck.