And yet Apple has said that they might close IBooks if the Agency Model goes away because they do not want to be a wholesaler.
I just don't see Apple pushing itself in the e-reader market (They really don't highlight the e-reader aspect of their tablets and IPods) and they have not done that much with IBooks. 10% of the market is barely making a dent. I would be surprised if it was that much. Most the people I know with an IPad are using the Kindle or Nook app to read their ebooks and do not buy from IBooks. Purely anecdotal, I know, but I have yet to find someone in my circle who has bought an e-book from IBooks.
I would say that Apple is competing in the e-book market as hard as Sony is.
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