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United States of America v. Apple, Inc.
Opening Statement
June 3, 2013
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PX-0514
Amazon screwed it up. It paid the
wholesale price for some books, but
started selling them below cost at$9.99. The publishers hated that.
So we told the publishers, Well go
to the agency model, where you set
the price, and we get our 30%, and
yes, the customer pays a little more,
but thats what you want anyway.
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DX-086
Hachette
Unhappy with $9.99 price point, one of three major
publishers to announce its intention to hold back
ebooks at time of hardcover release (up to four
months). Other two publishers are Simon & Schuster
and HarperCollins.
RandomHouse
doesnt like the $9.99 price point, but doesnt want
or support windowing. hasnt said so publicly
Penguin
not happy about $9.99 price point, but hasnt
announced a position publicly; clear from the CEO,
though, that they dont view a $9.99 eBook as
sustainable model competing with much higher
priced physical books
* * *
* * *
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DX-086
Clearly, the biggest issue isnew release pricing and they
want a proposal from us.
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Apple Sends Publishers Identical Proposed Deal Terms
PX-0021, PX-0473, PX-0476, PX-0041, PX-0040, PX-0306
[A]ll resellers of new titles need to
be in agency model.
realistic pricing.
We think these agency terms
accomplishes all the goals we
both have.
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PX-0521 and PX-0174
They believe that this is the best
chance for publishers to challenge the9.99 price point.
They decided they had to come up
with a way that would move the whole
market off 9.99 and they think an
agency model is the only way to do it.
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PX-0613
Im hoping that Wednesdays event...
will sustain us as we move through
the next steps in this process ofchanging the industry.
Carolyn Reidy
You are a real leader of the book
industry.
Eddy Cue
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PX-0094
The optics make it look like I
stood alone, but in the end I had
no doubt that the others would
eventually follow.
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DX-434
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e-Book Business Prior to Apples Entry
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Wholesale Model for Print Books
Establishes list price for book
and sells it to retailer for
percentage of list price
(usually 50%)
Publisher
Establishes
retail price for
consumer
Retailer
Pays
retail price
Consumer
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Original Wholesale Model for e-Books
Establishes digital list price
typically 20% lower than printlist price and sells book to
retailer for percentage of
digital list price (usually 50%)
Publisher
Establishes
retail price for
consumer
Retailer
Pays
retail price
Consumer
EXAMPLE EXAMPLEEXAMPLE
$25 list price, $20 digital price
Wholesale price sold
to the retailer
$10.00 $9.99$9.99
Retail price sold
to consumer
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Publishers Revise Wholesale Model for e-Books
Establishes digital list price
equal to print list price andsells book to retailer for
percentage of digital list
price (usually 50%)
Publisher
Establishes
retail price for
consumer
Retailer
Pays
retail price
Consumer
EXAMPLE EXAMPLEEXAMPLE
$25 list price,$25digital price
Wholesale price sold
to the retailer
$12.50 $9.99$9.99
Retail price sold
to consumer
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PX-0219
I am told Random House is concerned about
the future of e-books and the potentially
dominant role played by Google and Amazon.
Would it make sense for the 2 of us to have
meetings / diner [sic] with Markus Dohle, Brian
Murray, John Sargent and whoever, in order to
discuss options?
Arnaud Nourry
I am having dinner with that group on
January 29 and will raise the matter then.
David Young
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PX-0274
Completely confidentially, Carolyn
has told me that they are delaying thenew Stephen King, with his full
support, but will not be announcing
this until after Labor Day so that she
can have an enjoyable vacation!
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PX-0274
I think it would be prudent for you to
double delete this from your emailfiles when you return to your office.
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PX-0133
It will not be possible for any
individual publisher to mount an
effective response, because of both theresources necessary and the risk of
retribution, so the industry needs to
develop a common strategy.
Competition and collaboration
we do appear to be on a collision
course with Amazon, and possibly
with Google as well.
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PX-0344
You are absolutely correct: weve alwaysknown that unless other publishers follow
us, theres no chance of success in getting
Amazon to change its pricing practices.
And of course you were right thatwithout a critical mass behind us Amazon
wont negotiate, so we need to be more
confident of how our fellow publishers
will react if we make a move like this.
We will keep thinking of how to
attack the problem (as we perceive it) of
current eBook pricing.... But clearly we
need to gather more troops and
ammunition first!
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Apples Entry
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Apple Facilitates Publisher Communication
Brian Murray
Eddy Cue
On December 8, Mr. Cuereaches out to Mr. Murray
and Mr. Dohle to set up callsfor the following day
December 8, 2009
PX-0314
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Apple Facilitates Publisher Communication
On December 10 at 9:47,Mr. Murray sends an
internal e-mail concerninghis call with Mr. Cue
December 10, 2009
PX-304
Brian MurrayBrian Murray
Eddy Cue
On December 8, Mr. Cuereaches out to Mr. Murray
and Mr. Dohle to set up callsfor the following day
December 8, 2009
PX-0314
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On December 10 at 9:47,Mr. Murray sends an
internal e-mail concerninghis call with Mr. Cue
December 10, 2009
PX-304
Brian MurrayBrian Murray
Eddy Cue
On December 8, Mr. Cuereaches out to Mr. Murray
and Mr. Dohle to set up callsfor the following day
December 8, 2009
PX-0314
Apple Facilitates Publisher Communication
We should put a proposal together for Apple.
... And also bring in RH if possible.
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Apple Facilitates Publisher Communication
On December 10 at 9:52,Mr. Murray e-mails
Mr. Dohle
December 10, 2009
PX-0448
Brian Murray
Markus Dohle
On December 10 at 9:47,Mr. Murray sends an
internal e-mail concerninghis call with Mr. Cue
December 10, 2009
PX-304
Brian MurrayBrian Murray
Eddy Cue
On December 8, Mr. Cuereaches out to Mr. Murray
and Mr. Dohle to set up callsfor the following day
December 8, 2009
PX-0314
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On December 10 at 9:52,Mr. Murray e-mails
Mr. Dohle
December 10, 2009
PX-0448
Brian Murray
Markus Dohle
On December 10 at 9:47,Mr. Murray sends an
internal e-mail concerninghis call with Mr. Cue
December 10, 2009
PX-304
Brian MurrayBrian Murray
Eddy Cue
On December 8, Mr. Cuereaches out to Mr. Murray
and Mr. Dohle to set up callsfor the following day
December 8, 2009
PX-0314
Apple Facilitates Publisher Communication
I was wondering if you had any time for a
quick call tomorrow.
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PX-0162
David Young. Much happier
cuz of meeting. Not spoil fun.Check in after. Dinner in Jan.
Top Man talks different
language. Not $9.95.
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PX-0299
Email is cue@apple.com. Ill send you
his phone number tomorrow.
David Young
David: do you have a phone number for
Eddie Cue? He didnt have a card when got
to me (we were last and he left here to go to the
plane)or even an email address? I want to
take up your suggestion to email him about the
term sheet
Carolyn Reidy
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Apple Provides Information to PublishersAbout Other Publishers
PX-0359PX-0159
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PX-0036
Interested in agency model to fix
Amazon pricing (we said no)
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Apple & Publisher Conspiracy Commences
PX-0056
PX-0501 PX-0502
Carolyn Reidy
Markus Dohle
John Sargent
I want to update you [on] all my findings and thoughts.
I have some things I want to run by you. I only need 30 minutes.
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Apple & Publisher Conspiracy Commences
December 21
10:33 a.m.
PX-0788
Carolyn Reidy
Eddy Cue
Speak for
10 minutes and
45 seconds
December 21
12:17 p.m.
PX-0788
Eddy Cue
Speak for
17 minutes and
37 seconds
Markus Dohle
December 21
12:48 p.m.
PX-0788
Eddy Cue
Speak for
11 minutes
John Sargent
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PX-0043
They saw both the plus (solves
Amazon issue) and negative(little less than they would like).
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It is important to Apple that there be
some level of reasonable pricing. They
feel the only way to get this is for the
industry to go to the agency model....
PX-0540
We would have to get everyone else to
go to the agency model.
Therefore they feel that new release
eBooks should be priced at $12.99.
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PX-0540
When they thought it through, they
didnt think anything else would
keep the market from its current
pricing craziness.
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PX-0336
He also thinks that book prices
are becoming too lowhe is
worried about the consumer
perception. Therefore he
suggests an agency model....
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PX-0336
I also indicated that Amazon would
not accept a distributor model. He
answered that windowing could beused to establish a distributor model
on print pub date for ebooks (coming
back to simultaneous publication).
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PX-0317
Agency is anti-price war territory.
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Publishers Attempt to Force Amazon off $9.99
Establishes digital list price
equal to print list price andsells book to retailer for
percentage of digital list
price (usually 50%)
Publisher
Establishes
retail price for
consumer
Retailer
Pays
retail price
Consumer
EXAMPLE EXAMPLEEXAMPLE
$28 list price,$28digital price
Wholesale price sold
to the retailer
$14.00 $9.99$9.99
A A d l All
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An Agency Model AllowsPublishers to Control Retail Price
Establishes
retail price
Publisher Retailer
Pays
retail price
Consumer
$9.99
EXAMPLE
$9.99
EXAMPLE
$9.99
EXAMPLE
Sells to consumer
at retail price
P bli h E L
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Publishers Earn LessUnder an Agency Model
Establishes
retail price
Publisher
Sells to consumer
at retail price
Retailer
Pays
retail price
Consumer
$9.99
EXAMPLE
$9.99
EXAMPLE
Publisher receives 70% before
author royalties
$7.00$7.00
$9.99
EXAMPLE
P bli h C R i R t il P i
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Publishers Can Raise Retail PricesUnder an Agency Model
Establishes
retail price
Publisher Retailer
Pays
retail price
Consumer
$14.99
EXAMPLE
$14.99
EXAMPLEEXAMPLE
$14.99
Sells to consumer
at retail price
P bli h C R i R t il P i
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Publishers Can Raise Retail PricesUnder an Agency Model
Establishes
retail price
Publisher Retailer
Pays
retail price
Consumer
$14.99
EXAMPLE
$14.99
EXAMPLE
Publisher receives 70% before
author royalties
$7.00$10.50
EXAMPLE
$14.99
Sells to consumer
at retail price
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January 4, 2010
Carolyn ReidyEddy Cue
E-mail from: To:
Apples and Publishers Goals Align
As we discussed, here is
what I think is the bestapproach for ebooks.
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January 4, 2010
Eddy Cue
E-mail from: To:
Markus Dohle
Apples and Publishers Goals Align
As we discussed, here is
what I think is the bestapproach for ebooks.
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January 4, 2010
Eddy Cue
E-mail from: To:
John Sargent
Apples and Publishers Goals Align
As we discussed, here is
what I think is the bestapproach for ebooks.
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January 4, 2010
Eddy Cue
E-mail from: To:
David Young
Apples and Publishers Goals Align
After talking to all the
other publishers and seeing
the overall bookenvironment, here is what I
think is the best approach
for ebooks.
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January 5, 2010
Eddy Cue
E-mail from: To:
David Shanks
Apples and Publishers Goals Align
After talking to all the
other publishers and seeing
the overall bookenvironment, here is what I
think is the best approach
for ebooks.
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January 5, 2010
Eddy Cue
E-mail from: To:
Brian Murray
Apples and Publishers Goals Align
After talking to all the
other publishers and seeing
the overall bookenvironment, here is what I
think is the best approach
for ebooks.
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Apple Acts to Facilitate Conspiracy
PX-0021, PX-0473, PX-0476, PX-0041, PX-0040, PX-0306
[A]ll resellers of new titles need to
be in agency model.
January 11 2010: Identical Draft Agreements
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January 11, 2010: Identical Draft AgreementsSent to Publishers
PX-0248, PX-0249, PX-0285, PX-0286, PX-0322
Please find attached Apples proposedeBook Distribution deal for your review.
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PX-0341
In order to not be in a situation
whereby we must price our adult new
release eBooks sold through Apple at
$9.99, undercutting one of the reasons
for making the deal, we need to change
our eBook selling terms with our other
eRetailers before that date.
Apples MFN Compels Publishers to
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Apple s MFN Compels Publishers toMove All Retailers to Agency
Establishes retail price
Publisher
Publisher receives 70% before
author royalties
Consumer
Amazon Consumer
Apple
$12.99
Sells to consumer
at retail price
$9.99
Establishes retail price
$9.10
$12.99$12.99
$9.99
Apples MFN Compels Publishers to
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Apple s MFN Compels Publishers toMove All Retailers to Agency
Establishes retail price
Publisher
Publisher receives 70% before
author royalties
Consumer
Amazon Consumer
Apple
$9.99
Has pricing MFN; lowers
price to match Amazon
$9.99$9.99
$12.99 $12.99 $9.99
$7.00$9.10
Establishes retail price
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PX-0065
I feel like its a giant win to keep
pushing the MFN and forcing people
off the amazon model and onto ours.
The interesting insight in the meeting
was Eddys explanation that it doesnt
have to be that broadany decentMFN forces the model.
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PX-0540
We would have to get everyone
else to go to the agency model.
When I said, but of course we canttalk to our competitors, he said he
didnt mean other publishers, but
ouraccountsto which I replied, if
we make these our terms, then they
are our terms.
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PX-0026
The response from both Penguin and
Hachette was very similar
willing to do an agency model
go agency model for new releases
with everyone else
PX 0058
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PX-0058
We have reviewed all the books on
Amazon and they have switched to
agency with the publishers.
PX 0055
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PX-0055
I can live with this, as long as
they move Amazon to the agentmodel too for new releases for the
first year. If they dont, Im not
sure we can be competitive
P bli h R i MFN F Th t A
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Publishers Recognize MFN Forces Them to Agency
Russ Grandinetti
Meeting
PX-0482
John Sargent
January 20, 2010
P bli h R i MFN F Th t A
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January 20, 2010
Russ Grandinetti
Meeting
PX-0482
John Sargent
Publishers Recognize MFN Forces Them to Agency
PX-0482
Jan 20th: Russ met with John Sargent in NY. John
indicated that he was working on an agency model
but his plan was to offer both an agency and
reseller model.
P bli h R i MFN F Th t A
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Publishers Recognize MFN Forces Them to Agency
Eddy Cue
PX-0037, PX-0712
John Sargent
Dinner
January 20, 2010
Russ Grandinetti
Meeting
PX-0482
John Sargent
A l I i t M ill G t A ith E
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Apple Insists Macmillan Go to Agency with Everyone
Eddy Cue
PX-0037
John Sargent
January 21, 2010
Eddy Cue
PX-0037, PX-0712
John Sargent
Dinner
January 20, 2010
Russ Grandinetti
Meeting
PX-0482
John Sargent
Apple Insists Macmillan Go to Agency with Everyone
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Eddy Cue
PX-0037
John Sargent
January 21, 2010
Eddy Cue
PX-0037, PX-0712
John Sargent
Dinner
January 20, 2010
Russ Grandinetti
Meeting
PX-0482
John Sargent
Apple Insists Macmillan Go to Agency with Everyone
PX-0037
I am willing to give up on manypoints. The
stumbling block is the single large issue that we
clearly had a misunderstanding about.
John Sargent
DinnerI understand. I dont believe we are asking
you to do anything, you havent told us you are
doing. We are just trying to get a commitment.
Eddy Cue
Apple Insists Macmillan Go to Agency with Everyone
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Apple Insists Macmillan Go to Agency with Everyone
Russ Grandinetti
Phone Call
PX-0482
John Sargent
January 21, 2010
Eddy Cue
PX-0037
John Sargent
Eddy Cue
PX-0037, PX-0712
John Sargent
Dinner
January 20, 2010
Russ Grandinetti
Meeting
PX-0482
John Sargent
Apple MFN Requires
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Russ Grandinetti
Phone Call
PX-0482
John Sargent
January 21, 2010
Eddy Cue
PX-0037
John Sargent
Eddy Cue
PX-0037, PX-0712
John Sargent
Dinner
January 20, 2010
Russ Grandinetti
Meeting
PX-0482
John Sargent
pp qMacmillan to Move Amazon to Agency
PX-0482
Jan 21st: John and Russ by phone. John realized
that the Apple contract required him to only offer
the agency model only and wanted to talk through
options with Russ.
Apple Enlists Publishers to Convince Other Publishers
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Apple Enlists Publishers to Convince Other Publishers
Brian Murray
Eddy Cue
E-mail from HarperCollinsCEO Brian Murray to
Mr. Cue indicating that hecannot do the deal with
the pricing MFN
3:07 p.m.
PX-0310
Apple Enlists Publishers to Convince Other Publishers
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Apple Enlists Publishers to Convince Other Publishers
Eddy Cue
Cue calledMacmillan
CEO Sargentfor approximately 2
minutes
3:47 p.m.
PX-0788
John Sargent
Sargent calledMurray for
approximately8 minutes
4:01 p.m.
PX-0788
Brian Murray
John Sargent
PX-0005
HarperCollinsultimately agreed tothe MFN and signed
the Apple AgencyAgreement on
January 26
Brian Murray
Eddy Cue
Spoke on thephone for
approximately 11minutes
3:34 p.m.
PX-0788
2 Min11 Min 11 Min2 Min 8 Min
Phone Calls Between Publisher Defendant CEOs
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in December and January
Brian Murray
David Shanks
John SargentCarolyn Reidy
David Young
Calls Between Publisher Defendant CEOs
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from December 1, 2009 to January 31, 2010
NumberofCalls
December 2009 January 2010
Dec. 8, 2009
Apple begins
reaching out to
publishers
(PX-0314)Dec. 15, 2009
Apple holds initial
meeting with Big
Six publishers(PX-0262)
Jan. 11, 2010
Apple sends draft
contracts to each
publisher
(PX-0248; PX-0249; PX-
0285; PX-0322; PX-
0286)
Jan. 26, 2010
All five publisher
defendants have
signed the
agreement
(PX-0005)
Jan. 4-5, 2010
Apple sends identical
e-mails to publishers
proposing key terms
(PX-0021; PX-0473, PX-0476, PX-
0041; PX-0040; PX-0306)
Jan. 21-22, 2010
Apples deadlines
for publishers to
commit to the deal
(PX-0707; PX-0042)
PX-0020
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PX-0020
Hey, do you have any more in, or still at 3?
John Sargent
give me a call on my cell (408-309-9215).Eddy Cue
PX-0029
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PX-0029
My orders from London. You must have the
fourth major or we cant be in theannouncement.
Hopefully this is not an issue but if it is I will
call you at 4pm. It would be a huge mistake to
miss this if we have 3.
Eddy Cue
David Shanks
PX-0718
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PX-0718
Penguin
No change here, he is waiting for the
others to sign. We have executables
ready to sign but he wants anassurance that he is 1 of 4 before
signing (not in the contract).
DX-239
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DX 239
Penguin
Once previous two are signed, I
will head to their offices to get thisone signed.
PX-0032
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PX 0032
Throw in with Apple and see ifwe can all make a go of this to
create a real mainstream ebooks
market at $12.99 and $14.99.
iPad Launches with Best-Selling e-Books at $14.99
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iPad Launches with Best Selling e Books at $14.99
Amazon Prices Its Best Sellers at $9.99
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Amazon Prices Its Best Sellers at $9.99
PX-0607
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PX 0607
I cannot believe that Jobs made the statement below. Incredibly stupid.
Mossberg wondered why someone should buy a [b]book for $14.99 when
you can buy one from Amazon for $9.99 on the Kindle or Barnes & Noble? Aconfident Jobs replies, That wont be the case.... The prices will be the same.
PX-0053
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PX 0053
Hi Eddy. I am gonna need to figure out our final
agency terms of sale tonight. Can you call me please?
John Sargent
I just tried. Call me on my cell 408-309-9215.Eddy Cue
Subject: Re: URGENT!!
PX-0514
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PX 0514
But we also asked for aguarantee that if anybody else is
selling the books cheaper than we
are, then we can sell them at the
lower price too. So they went to
Amazon and said, You're goingto sign an agency contract or
were not going to give you the
books.
PX-0284
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0 8
Great news and congratulations!!!Eddy Cue
I wanted to tell you before you read iton line that we have finally reached an
agreement with Amazon on our new
terms of sale.The playing field is now
level.
* * *
Please keep this to yourself until the
announcement.
David Shanks
DX-434
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PX-0542
7/28/2019 Opening statement in US v. Apple
81/81
The other point that came out of the conversation was Heathers view that Indigo
and the major publishers all have a massive stake in ensuring that the success ofthe physical book as a format continues (they are not making money out of ebook
sales in the present price wars with Amazon) and that she would welcome a
combined meeting on how we might achieve this in Canada.
8.84"
We would never meet with Barnes and all our
competitors. The Government would be all over that. We
would meet separately with Indigo being the facilitator
and go between. That is how we worked with Apple and
the government is still looking into that.
David Shanks