Maybe the public still remember that the founder of Apple Jobs once said: it is not important whether the kindle is good or bad, it is important that people do not read any longer. 40% of American read less than on book last year (2008). The whole concept is wrong from the first, because people do not read any longer. After he said the words, the observers who are familiar with Jobs` style believe that Apple will enter the e-book market quickly; they said that [when Jobs constantly criticize the rival`s products and belittle the importance or he said that Apple does not pursue the particular market, it is time to prepare the key step."How to Drop It? pandora
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At present, iPad has not been in the market, its iBooks store has stir the digital reading market. ed hardy
Control for This Year iPad builds a new foundation for emotional reading. "New York Times" thinks that"The most important key function of iPad is its iBooks store." Although the words are exaggerated and may promote the website, it is a killer for iPad to focus on the application of multimedia. Compared with Kindle DX of Amazon, the color and entertainment are the moat important and attractive for the customers. Kindle focuses on imitating the reading sense of traditional books, for the people who surf the internet and read the magazines, the emergence of iPad poses threaten to the traditional reading sense. With strong brand appeal, iPad will promote the acceleration of e-book reader upgrade. After all, seeing from the present situation, the colorful screen of 9.7 inch makes the online magazine and web page restore the original vitality, is it the future of digital reading? The terminal which focuses on the reading will still survive, but the colorful electronic paper and the E-book reader which stands for the technological innovation and breakthrough will become the products in next market competition. Kindle and iPad will all become the transitional products, and iPad will be the pusher of E-book price and channel war.
According to the statistics of Flurry Analytics, since the App Store appeared in 2008 July, the largest number of program is the games types. But since last September, the number of E-book firstly exceeds the game type applications. At present, there is one fifth of applications are E-book, all kinds of books will be transferred into E-books and sent to App Store to be sold better but the publishers. The supply of electronic resources has formed certain scale.It can be predicted that using theh similar mode of iPhone application shop, iPad can provide new E-book platform for the publishers, and the iBooks store is likely to bring new integrated reading industrial chain. If we look back the former success of Apple [iPod + iTunes" ecosystem, we will find that it is a closed ecological system: Apple operates the iTunes Store freely and makes huge profits from the sale of hardware. Then, as consumer electronics, can Apple strengthen the attraction of buying the hardware by iBooks Store? Apple will allows publishers independent Pricing and provides 70% of the revenue sharing as well as loose pricing policy, which is another piece of information that makes Amazon, Sony and other companies afraid.
It is reported that the price of the new E-books sold by Apple will be between 8 to 15 dollars, while the open ePub means the E-books can be used in other devices that support the ePub, which will broaden the resources of industry chain for Apple. The read industry chain will from the new order. From the debate that the five top publishers require Amazon to increase the price as well as the grade of sharing ratio and agents, we can see that in the new digital industry chain, iPad, kindle and Nook not only struggle the users, but also devolved legislative power for the publishers and the famous writers. The publishers and writers begin to seek greater rights for they are more freedom, finally, the writer, publishers and the distributors will all have their reasonable price range. After all, with the development of internet, the platform is the trend. From the content to service, from the hardware to readers, forming the new reading system using the content advantage and service worth, which is not a simple problem by simple [content and device", and there is long way to go.
