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OK, it appears from those quotes that all Shatzkin is suggesting is that publishers could add additional entry points to their content with custom apps that would then make the sale with an in-app purchase or by transferring to iBooks. It's interesting that he also sees this as being diced up with apps for "authors or genres or series" rather than as a single app per publisher.
Effectively he's suggesting that publishers could capture some extra business by having their catalogue show up in app store searches rather than relying on sales within apps. Fair enough, particularly if the same basic app could be cloned for each new piece of content to spread the development and maintenance costs.
(On a sidenote, regarding the transfer to a sale through iBooks, is that possible? Can one app call another in that way?)
Graham
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