Peter Kafka on the iBookstore textbooks:
All of that assumes that the book pricing stays at $15. After Apple’s event, McGraw-Hill executives repeatedly used the phrase “pilot pricing” to describe their near-term plans. And they told me that they have the ability to change the price when and if they want.
But when I posed the same question to Apple media boss Eddy Cue just now, I got a much different response. “This isn’t pilot pricing,” he said. “All of our books will be $14.99.”
Sounds to me like Apple isn’t budging from the $14.99 pricing, but the McGraw-Hill, for one, is willing to walk away if that pricing doesn’t work out.1
Of course they may try to negotiate a new price with Apple, but we know how stubborn Apple can be. ↩