http://paidcontent.org/2012/09/11/ap...ok-price-wars/
Apple is already fighting Amazon in the ebook price wars
Quote:
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Apple didn’t want to compete with Amazon on ebook prices. But it is already showing that it is more than willing to do so. And if customers are drawn to Apple’s new low prices on ebooks, it’s possible to envision the company’s ebook market share rising.
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Why didn't Apple do this in the first place back in early 2010 when the Ipad debuted?
It has money to compete with Amazon. Though the margin would be very low. (Amazon makes $0.01 for every $1 in sales). It would mean that Apple would have a much higher market share and it wouldn't have faced the DOJ lawsuit for price-fixing. It makes money on hardware anyway. It can afford to break-even / low profit on ebook.
This price-fixing will result in tens of millions in lawyers fee and if the DOJ is successful in trial, it would mean fine and damaged reputation as a price-fixer.