At the time of the launching of the iTunes Stores, Apple arrived at the practically virgin market with the sale of online music with the enormous force of million of iPod already out there. Steve Jobs thus could with a relative ease succeed in imposing to the Majors Producers a single price for the music, each piece being sold for less than a dollar. Even though during the summer they have been obliged to re-examine this policy of the single tariff with the arrived of competition, the prices however has remained rather close to the original price.
One of the strongest claims of Apple with the iPad is to succeed as a reader of eBooks, with the potential remunerative similar to that of the music. But here, it is not Apple who have the role of the leader, but Amazon who already occupy this position with its Kindle that has already been sold with several million specimens. Amazon decided as fast as possible decided to impose on this market in the manner of Apple, by forcing on the editors a tariff as low as possible and even by reselling the contents at a loss ,since it was important to sell a maximum of Kindle, especially since it was the first company to release a digital reader. In the end, the consumers thus had access to numerical books at a cheap rate at least until Amazon decides to make money from the content.
The iPad has turned all the business plans of Amazon upside-down. Apple arrived second with a product not yet marketed with nothing to negotiate, its success without parallel is with new markets. They had also a reputation, that of being been very hard on the Majors Producers. For both these reasons, the American editors agreed to negotiate, but without being ready to make concessions, and being in an especially strong position. The "market" of hacked books being still practically non-existent. So to have agreements as fast as possible, Apple thus accepted the tariff requirements of the editors without seeking to negotiate. Once these agreements had been obtained, Amazon did not have any other choice but to follow and yield too. The tariff of $9,99 for the e-books on Amazon thus belongs to the past, at least for those that are best sellers that now cost $3 to $5 more, which makes the shareholders of the publishing houses happy.
The eagerness of Apple thus has for the owners of Kindle and the future owners of the iPad considerable economic costs. In a certain way this is bad thing, Apple has lost the role of the trouble maker (already lost by the FNAC for a long time) whose interests coincided with those of its customers of iTunes.
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