評論
打印
Publishing and Journalism
出版和新聞
With the iPod, Jobs had transformed the music business.
喬布斯用iPod改變了音樂產業。
With the iPad and its App Store, he began to transform all media, from publishing to journalism to television and movies.
而iPad及其應用程序商店的出現，開始改變所有媒介，從出版到新聞，再到電視和電影。
Books were an obvious target, since Amazon's Kindle had shown there was an appetite for electronic books.
書籍是一個明顯的目標，因為亞馬遜的Kindle已經顯示出人們對電子書的胃口。
So Apple created an iBooks Store, which sold electronic books the way the iTunes Store sold songs.
蘋果公司也著手創建了iBook商店，像iTunes商店銷售歌曲一樣銷售電子書。
There was, however, a slight difference in the business model.
不過，iBook商店的模式有一個細微不同。
For the iTunes Store, Jobs had insisted that all songs be sold at one inexpensive price, initially 99 cents.
在iTunes商店，喬布斯堅持所有歌曲都必須以低廉的價格出售，最初是99美分。
Amazon's Jeff Bezos had tried to take a similar approach with ebooks, insisting on selling them for at most $9.99.
亞馬遜的杰夫·貝佐斯也曾試圖在電子書銷售方面采取類似的模式，將圖書最髙售價限定在9.99美元。
Jobs came in and offered publishers what he had refused to offer record companies:
喬布斯進入電子書領域，向出版商提出了唱片公司得不到的條件：
They could set any price they wanted for their wares in the iBooks Store, and Apple would take 30%.
他們可以在iBook商店中任意設置圖書價格，蘋果則從銷售中提成30%。
Initially that meant prices were higher than on Amazon.
起初，這種方式表示iBook商店里的電子書會比亞馬遜的貴。
Why would people pay Apple more?
為什么人們要在蘋果花更多錢來買書呢？
"That won't be the case," Jobs answered, when Walt Mossberg asked him that question at the iPad launch event. "The price will be the same."
沃爾特·莫斯伯格在iPad發布活動上向喬布斯發問，喬布斯回答道：“這不成問題，價格還是一樣的。”
He was right.
他說得沒錯。
