Apple is not a bookseller; Amazon is.
With the iBookstore, the iPad may attract people to reading, but it will not pull readers away from the comfort of an e-paper based reader. Serious readers who want to read more than blogs will be attracted to the eye-friendly, battery-efficient approach of the Kindle, the Sony Reader, and similar e-ink devices.
Where Apple scores marks is giving Publishers the freedom to price their ebooks; compare this to Amazon’s bare-knuckle approach of setting a maximum price of $9.99. But Apple is not a bookseller, yet.
How will Amazon respond to the iPad?
One possible strategy they may pursue is to release a Kindle application for the iPad that allows users to purchase books from Amazon – whether Apple will approve such an application is another guess (refer to the Apple-Google wrangle over a Google Voice app for the iPhone). A Kindle application is already available on the iPhone.
What is Apple? They sell computer devices – indeed, they are marshaling the transition from computer devices to consumer devices. But Apple is not a bookseller; Amazon is.
What is Amazon? They sell/distribute books, they publish books for sell-published authors, and they sell an ebook reader. They’re a combined bookseller, publisher, and distributor. Their focus is on digital content. What they’re really doing, long-term, is competing with the publishing industry as a whole (which explains their relative disdain for the ISBN), but they’ve pre-empted the war with a battle over price, and this is where Apple and other companies with large consumer bases see an opening. By allowing Publishers to set their own prices, they have offered a way out for a bewildered industry.
What Amazon needs to do is calibrate their present grand strategy of introducing an alternative publishing eco-system to current circumstances. How they can do this without making publishers redundant, I’m not sure. Perhaps publishers will become mere filter houses for quality content – an interesting question for another post.
Where does Google fit in?
Google Editions, a web-based bookstore, is around the corner – reportedly, in the 1st half of 2010. This fits in nicely with the iPad. Google goes toe-to-toe with Amazon as a competing book publisher, bookseller and distributor (indeed, the 3 terms will become indistinguishable in the future). Will they invest in an Android-based tablet? Or will they wait for the Google Settlement to pass?
Given the rapid rate of change, it’s impossible to say what exactly will happen, or even if the ideal equilibrium will be achieved. As a wise man said, we shall see.
The author, an avid reader, is a “technologist” working for a chain of bookstores in Dubai, United Arab Emirates.








