Ondrej Holzman Patha masiku 236 kuchokera pomwe chigamulo choyambirira chomwe Apple idapezeka kuti ndi yolakwa pakuwongolera mitengo ya e-mabuku. Patatha pafupifupi theka la chaka, nkhani yonseyo idafika ku Khoti Loona za Apilo, pomwe Apple idachita apilo nthawi yomweyo ndipo yaperekanso mfundo zake. Kodi ali ndi mwayi wopambana?
Udindo wa Apple ndi womveka bwino: kukweza mtengo wa e-mabuku kunali kofunikira kuti pakhale malo opikisana. Koma kaya ndi awo mfundo zomveka ngati kampani yaku California ichita bwino sizikudziwika.
Zonse zidayamba mu Julayi chaka chatha, kapena nthawi imeneyo, Woweruza Denise Cote adaganiza kuti Apple anali wolakwa. Pamodzi ndi osindikiza mabuku asanu, Apple akuimbidwa mlandu wosokoneza mitengo ya e-book. Pamene ofalitsa asanu - Hachette, Macmillan, Penguin, HarperCollins ndi Simon & Schuster - adaganiza zokhazikika ndi kulipira $ 164 miliyoni, Apple adaganiza zomenyana ndi kutaya. Monga momwe zimayembekezeredwa, kampani yaku Cupertino idachita apilo ndipo mlanduwu tsopano ukuchitidwa ndi Khothi la Apilo.
Apple isanalowe, Amazon idalamula mitengo
Apple isanalowe mumsika wa e-book, panalibe mpikisano. Panali Amazon yokha, ndipo inali kugulitsa ogulitsa kwambiri $9,99, pomwe mitengo yazatsopano "inali pansi pa zomwe zimaganiziridwa kuti ndizopikisana," Apple adalemba m'mawu ake kukhothi la apilo. "Malamulo odana ndi kukhulupirirana salipo kuti atsimikizire mitengo yotsika kwambiri, koma kuti apititse patsogolo mpikisano."
[su_pullquote align="kumanja"]Chigamulo cha dziko lokondedwa kwambiri la Apple chinatsimikizira kuti sichidzakumananso ndi mpikisano.[/su_pullquote]
Apple italowa mumsika, idapangana ndi osindikiza angapo kuti ikhale yopindulitsa kugulitsa ma e-mabuku. Mtengo wa buku limodzi la e-book udayikidwa pakati pa $12,99 ndi $14,99, ndipo mgwirizanowu udaphatikizanso ndime yogulitsidwa kwambiri yomwe "inatsimikizira kuti ma e-books adzagulitsidwa mu Apple Store pamtengo wotsika kwambiri pamsika," adalemba. chigamulo chake Judge Cote. Chifukwa cha izi, ofalitsa adayenera kukweza mtengo wa e-mabuku mu sitolo ya Amazon Kindle.
Chigamulo chomwe chimakonda kwambiri dziko la Apple chinatsimikizira kuti "sichidzakumananso ndi mpikisano wogulitsa ma e-mabuku, ndikukakamiza ofalitsa kuti atenge chitsanzo cha bungwe," Cote analemba. Mwachitsanzo cha bungwe, osindikiza amatha kuyika mtengo uliwonse wa bukhu lawo, pomwe Apple nthawi zonse imatenga 30 peresenti. Izi zinali zosiyana kwambiri ndi momwe Amazon idagwirira ntchito mpaka nthawiyo, kugula mabuku kwa osindikiza ndikugulitsa pamitengo yawoyawo.
Apple: Mitengo idatsika titafika
Komabe, Apple ikukana kuti ikuyesera kusokoneza mitengo ya e-mabuku. "Ngakhale khothi lidapeza kuti mapangano ndi njira zokambilana za Apple zinali zololeka, lidagamula kuti pongomvera madandaulo a ofalitsa ndikuvomera kumasuka kwawo pamitengo yoposa $9,99, Apple idachita chiwembu chopitilira kuyambira pamisonkhano yoyamba yowunikira. m'katikati mwa December 2009. Apple sankadziwa kuti Ofalitsa anali kuchita nawo chiwembu chilichonse mu December 2009 kapena nthawi ina iliyonse. Zomwe khothi loyang'anira dera lapeza zikuwonetsa kuti Apple idapatsa ofalitsa ndondomeko yabizinesi yogulitsira yomwe inali yodzifunira yokha komanso yosangalatsa kwa osindikiza chifukwa adakhumudwa ndi Amazon. Ndipo sikunali kuphwanya malamulo kuti Apple itengerepo mwayi pakusakhutira kwa msika ndikulowa mapangano abungwe motsatira malamulo kuti alowe msika ndikumenyana ndi Amazon. "
Ngakhale mitengo yamaudindo atsopano yakwera, Apple imawerengera kuti mtengo wapakati wamitundu yonse ya ma e-mabuku adatsika kuchoka pa $2009 kufika kuchepera $2011 pazaka ziwiri pakati pa Disembala 8 ndi Disembala 7. Malingana ndi Apple, izi ndi zomwe khoti liyenera kuyang'ana, chifukwa mpaka pano Cote makamaka adayankhula za mitengo ya maudindo atsopano, koma sanagwirizane ndi mitengo pamsika wonse ndi mitundu yonse ya e-mabuku.
[su_pullquote align="kumanzere"]Lamulo la khoti ndi losagwirizana ndi malamulo ndipo liyenera kuthetsedwa.[/su_pullquote]
Pamene Amazon idagulitsa pafupifupi 2009 peresenti ya ma e-mabuku onse mu 90, mu 2011 Apple ndi Barnes & Noble adatenga 30 ndi 40 peresenti ya malonda, motsatana. "Apple isanabwere, Amazon ndiye anali wosewera yekhayo yemwe adakhazikitsa mitengo. Barnes & Noble anali kukumana ndi zotayika zazikulu panthawiyo; posakhalitsa, ofalitsa zikwizikwi adawonekera ndikuyamba kuyika mitengo yawo mkati mwa mpikisano, "adalemba Apple, yomwe imanena kuti kubwera kwa chitsanzo cha bungwe kunachepetsa mitengo.
Mosiyana ndi zimenezi, Apple sagwirizana ndi zomwe khoti linanena kuti mtengo wa Amazon wa $ 9,99 "unali mtengo wabwino kwambiri wogulitsa" ndipo cholinga chake chinali kupereka phindu kwa makasitomala. Malinga ndi Apple, malamulo odana ndi kukhulupilira sakonda mitengo "yabwino" yogulitsa "oyipitsitsa", komanso sakhazikitsa mitengo yamitengo.
Chigamulocho ndi cholanga kwambiri
Miyezi iwiri pambuyo pa chisankho chake Cote adalengeza chilangocho. Apple idaletsedwa kulowa m'mapangano amayiko omwe amakonda kwambiri ndi osindikiza ma e-book kapena mapangano omwe angalole kuti iwononge mitengo ya e-book. Cote adalamulanso Apple kuti isadziwitse ofalitsa ena za zomwe achita ndi osindikiza, zomwe zimayenera kuchepetsa kutheka kwa chiwembu chatsopano. Nthawi yomweyo, Apple idayenera kuloleza osindikiza ena mawu omwewo akugulitsa mu mapulogalamu awo omwe mapulogalamu ena mu App Store anali nawo.
Apple tsopano yabwera kukhothi la apilo ndi cholinga chomveka bwino: akufuna kusokoneza chigamulo cha Judge Denise Cote. "Lamuloli ndi lachilango mosayenera, lopondereza komanso losagwirizana ndi malamulo ndipo liyenera kuchotsedwa," Apple adalembera khothi la apilo. "Lamulo la Apple likulamula kuti isinthe mapangano ake ndi omwe akuimbidwa mlandu, ngakhale kuti mapanganowo asinthidwa kale malinga ndi zomwe ofalitsa adapereka. Nthawi yomweyo, lamuloli limayang'anira App Store, yomwe ilibe kanthu ndi mlandu kapena umboni. "
Zolemba zambiri zikuphatikizanso woyang'anira wakunja yemwe anali wa Cote adatumizidwa mu October watha ndipo amayenera kuyang'anira ngati Apple idakwaniritsa zonse malinga ndi mgwirizano. Komabe, mgwirizano pakati pa Michael Bromwich ndi Apple unkatsagana ndi mikangano yayitali nthawi zonse, motero kampani yaku California ikufuna kumuchotsa. "Kuyang'anira pano ndi kosagwirizana ndi malamulo ponena za 'mmodzi mwa makampani otchuka kwambiri a ku America, amphamvu komanso opambana aukadaulo.' Pakukhazikika kwa ofalitsa, palibe woyang'anira yemwe akukhudzidwa, ndipo kuyang'anira kumagwiritsidwa ntchito pano ngati chilango kwa Apple chifukwa choganiza zopita kukhoti ndikuchita apilo, kusonyeza kuti ndi 'wopanda manyazi'.
