That whole debacle was an interesting, if illegal, counter-attack against Amazon: https://www.newyorker.com/business/currency/apple-claiming-virtue-e-book-price

That whole debacle was an interesting, if illegal, counter-attack against Amazon: https://www.newyorker.com/business/currency/apple-claiming-virtue-e-book-price-fixing-case https://www.newyorker.com/business/currency/apple-claiming-v... The meat of it: "As Apple prepared to launch the iPad, it offered a deal to the six biggest publishers in the U.S. The publishers could set the retail prices of e-books sold by Apple, up to a cap of $14.99, and they would get seventy per cent of the sale price. But if any other retailer was selling a given e-book at a lower price than the one a publisher had set, Apple could match it." Contrast that with Amazon which could set the retail price freely "often at or even below the original wholesale price. Amazon didn’t mind losing money on each sale, as long as the strategy helped sell Kindles and expand the e-book market."