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If you trace what Apple has done and is doing, you'll see that they really don't want independent publishers (individuals) publishing to their glorious iBookstore. Oh, sure, they'll let you in in now (if you have a mac and the right software), and they'll even let some outside companies like Smashwords work as a proxy for you, but eventually that's going to end. Believe you me, before long, they'll start charging you a developer fee and vetting your submissions and soon after that you'll be in the same boat as all those rejected app developers who dared insult Steve Jobs' neo-puritan sensibilites about nakedness and pornography.
This platform isn't for us (even thought it might seem that way now). It's for Steve's friends in the failing publishing industry. The big guys will show their muscle soon enough and the indie writers will be wondering what the hell happened to all the promises that were made to them. Take it from me, become a collective now, band together and start your own publishing imprint with a website and all. There's a lot of strength in numbers, but if you go the David route you'll run out of stones and slingshots before you ever have a chance to knock the giant over.
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