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How is it that Apple gets the credit for non-DRM'd music? They weren't the first to do it, and in terms of locking in consumers, you can't even access their stores from outside of their software, and their music files aren't even MP3s.
I would bet my entire life savings that Apple won't be out of the gate anytime soon with DRM-free e-books. Apple makes money on hardware. If I can put e-books I get from them on any device, they lose out on iPad Mini sales, at least.
Amazon makes money on e-books. The more devices those e-books are compatible with, the better it is for them. The challenge will be getting publishers to go along.
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