Apple has also gone for the first option: * Kindle books (especially self-published ones) should have better margins than real books. Kindle grew 70% YoY whil

Apple has also gone for the first option: * Kindle books (especially self-published ones) should have better margins than real books. Kindle grew 70% YoY while real books only grew 5%. * A growing chunk of their revenue is from AWS, and software-as-a-service certainly has higher margins than mail order.