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Just to be clear though, Apple didn't raise prices, they gave publishers the ability to choose prices.
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Just to be clear, Apple itself set a price range of 12.99 to 15.99 for new titles for the publishers to choose from. That 15.99 isn't an invention of the publishers at all. But of course they applaud it.
The price of the eBooks is just a means to the clear-cut end: Sell devices.
If Amazon isn't the cheapest retailer around people have no need to buy a Kindle. They may as well buy a nook or an iPad. So Steve Jobs doesn't have to worry about the higher price for his device when the average eBook price is the same as at Amazon.