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Apple's deal is with the resellers, not the publishers. The resellers can't give up any of the publishers' share because they don't control it. They can only work with their own subset of the already divided pie.
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Apple's deal may have been with the booksellers, but just as the coming of iBooks meant that the agency pricing model was adopted to the benefit of the publishers against the resellers, so too any new understanding with Apple will include an adjustment of the publisher's cut. Everybody will be at the table in the negotiations