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Originally Posted by wannabee
Can someone please explain to me how a publisher would sell AUTHOR created iBooks for profit in any other way than that which Apple has defined?
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The most obvious option: They could have the books for sale on their own publisher's website, either for less than they cost at the iTunes store--or at the same price, where the publisher gets more money because Apple doesn't get a cut. They could sell books through iTunes and make sure the last few pages have ads, "Get more of our books at our website!" instead of pushing their customers through Apple's filter.
There are other options--selling a CD of a dozen books to school libraries; authors selling customized packages comprised of parts of several textbooks, and so on. But the obvious one is direct competition with the iTunes store, counting on iTunes to catch the first few customers and then directing them to another site for followup purchases.