We interviewed MacInnis over the weekend, and as near as we can tell, Foresman — and the 18 other reporters who followed his lead — got it wrong.
“Apple is not trying to kill the incumbents,” MacInnis told us. “They’ve learned their lesson from upending the music industry.”
我不明白这里的逻辑What about Apple’s success in the music industry does Apple regret? I can see how the music labels resent Apple’s rise to dominance, but I can’t see how Apple does因此，也许（实际上，几乎可以肯定）已建立的教科书行业不希望苹果公司对教科书做出与苹果公司对音乐所做的完全相同的事情但为什么会这样苹果不想教科书对音乐做了什么？1
In fact Jobs had his sights set on textbooks as the next business he wanted to transformHe believed it was an $8 billion a year industry ripe for digital destructionHe was also struck by the fact that many schools, for security reasons, don’t have lockers, so kids have to lug a heavy backpack around“The iPad would solve that,” he saidHis idea was to hire great textbook writers to create digital versions, and make them a feature of the iPadIn addition, he held meetings with the major publishers, such as Pearson Education, about partnering with Apple“The process by which states certify textbooks is corrupt,” he said“But if we can make the textbooks free, and they come with the iPad, then they don’t have to be certifiedThe crappy economy at the state level will last for a decade, and we can give them an opportunity to circumvent that whole process and save money.”
现在，对我而言，苹果如何能够聘请自己的作家来创建免费的iPad教科书似乎是一个很大的伎俩和同时与传统教科书出版商合作，他们可能想要出售，而不是放弃他们的数字版本但这并不是说没有一个该死的好消息来源暗示苹果公司对K-12教科书的计划没有任何雄心勃勃和转型我猜测苹果公司对教科书公司的看法是这样的：“你所在行业的数字化转型是不可避免的Here’s our plan; we’d like you to come along for the ride但如果你选择不这样做，我们会毫不犹豫地让你落后。“
同样值得注意的是，在音乐方面，苹果并没有杀死现任者主要的音乐品牌仍在通过iTunes销售赚钱我想你可以争辩说Apple保存主要标签 - 没有iTunes，盗版文件共享会把它们放在下面确实，这些唱片公司对苹果公司表示反感，并梦想有一个假想的世界，在那里他们像CD时代那样赚钱But people in hell want ice water — that doesn’t mean they can get it. ↩︎
It would be rather ironic for the first post-Jobs Apple announcement to have been spoiled by, of all people, Steve Jobs. ↩︎