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The day after the iPad launch, Jobs described to me his thinking on books: Amazon screwed it up.
iPad發(fā)布第二天，喬布斯就向我講述了自己對于圖書的想法：亞馬遜搞砸了。
It paid the wholesale price for some books, but started selling them below cost at $9.99.
它用批發(fā)價(jià)買了一些書，但用低于成本價(jià)的9.99美元進(jìn)行銷售。
The publishers hated that -- they thought it would trash their ability to sell hardcover books at $28.
出版商對此深惡痛絕，這會影響他們以28美元的價(jià)格銷售精裝書的能力。
So before Apple even got on the scene, some booksellers were starting to withhold books from Amazon.
因此，在蘋果還未進(jìn)入電子書領(lǐng)域之前，一些書商就已經(jīng)停止向亞馬遜供書。
So we told the publishers, "We'll go to the agency model, where you set the price, and we get our 30%,
于是，我們跟出版商說，“我們采用代理模式，你們定價(jià)，我們抽成30%。
and yes, the customer pays a little more, but that's what you want anyway."
確實(shí)，消費(fèi)者會多出點(diǎn)兒錢，但是反正這就是你們想要的結(jié)果?！?/div>
But we also asked for a guarantee that if anybody else is selling the books cheaper than we are, then we can sell them at the lower price too.
不過，我們也要求，如果有別的地方比我們賣得更便宜，那么我們也能以更低的價(jià)格進(jìn)行銷售。
So they went to Amazon and said, "You're going to sign an agency contract or we're not going to give you the books."
于是，他們找到亞馬遜說，“你們得跟我們簽訂代理合同，否則我們就不會給你們書。”
Jobs acknowledged that he was trying to have it both ways when it came to music and books.
喬布斯承認(rèn)，在音樂和圖書領(lǐng)域，他可以都實(shí)行兩種模式。
He had refused to offer the music companies the agency model and allow them to set their own prices.
他拒絕與音樂公司建立代理模式及賦予他們自己定價(jià)的權(quán)力。
Why? Because he didn't have to. But with books he did.
為什么？因?yàn)樗槐厝绱?。但是電子書就得這樣。
"We were not the first people in the books business," he said.
“我們不是最早進(jìn)入面書業(yè)務(wù)的，”他說。
"Given the situation that existed, what was best for us was to do this akido move and end up with the agency model. And we pulled it off."
“鑒于現(xiàn)有的情況，對我們最有利的策略就是借力使力，和出版商建立代理模式。我們成功了?！?/p>
