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I assume Apple is part of the problem, because they dangled the price carrot in front of the publishers. Apple will sell their iPad, because it's Apple and all shiny. They aren't worried about the iPad. What they want is Apple users (iPad, Touch, iPhone) to stop buying their books from Amazon and switch to their bookstore. Ah I hate Apple.
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If it's more expensive to buy a book at the Apple iBookstore than it is at Amazon, then sorry, Apple & publishers, but I'm getting that book at Amazon. And you're kidding yourselves if you think readers are going to be so in love with the iPad (ugh, what a horrible name) that they'll be willing to shell out more for those books.