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I suspect that Apple's ebooks will be an extension of their ``LP'' format, so will be multi-media things w/ nice covers / icons, possibly sound bites from the author, or copies of TV / radio spots advertising the book, more ads for other books in the series, &c.
Apple will sell books because books purchased from other sources won't integrate into the UI as nicely and won't have the same nice cover &c.
William
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