United States of America v. Apple, Inc. Opening Statement June 3, 2013
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, ‘We’ll go to the agency model, where you set the price, and we get our 30%, and yes, the customer pays a little more, but that’s what you want anyway.’”
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 • doesn’t like the $9.99 price point, but doesn’t want or support windowing. hasn’t said so publicly * * * Penguin • not happy about $9.99 price point, but hasn’t announced a position publicly; clear from the CEO, though, that they don’t view a $9.99 eBook as sustainable model competing with much higher priced physical books”
DX-086 “Clearly, the biggest issue is new release pricing and they want a proposal from us.”
Apple Sends Publishers Identical Proposed Deal Terms “[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.” PX-0021, PX-0473, PX-0476, PX-0041, PX-0040, PX-0306
PX-0521 and PX-0174 “They decided they had to come up with a way that would move the whole “They believe that this is the best market off 9.99 and they think an agency model is the only way to do it.” chance for publishers to challenge the 9.99 price point….”
PX-0613 Carolyn Reidy “I’m hoping that Wednesday’s event... will sustain us as we move through the next steps in this process of changing the industry.” Eddy Cue “You are a real leader of the book industry.”
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.”
DX-434
e- Book Business Prior to Apple’s Entry
Wholesale Model for Print Books Publisher Retailer Consumer Establishes list price for book Establishes and sells it to retailer for Pays retail price for percentage of list price retail price consumer (usually 50%)
Original Wholesale Model for e-Books Publisher Retailer Consumer Establishes digital list price typically 20% lower than print Establishes Pays list price and sells book to retail price for retail price retailer for percentage of consumer digital list price (usually 50%) EXAMPLE EXAMPLE EXAMPLE $25 list price, $20 digital price $10.00 $9.99 $9.99 Wholesale price sold Retail price sold to the retailer to consumer
Publishers Revise Wholesale Model for e-Books Publisher Retailer Consumer Establishes digital list price equal to print list price and Establishes Pays sells book to retailer for retail price for retail price percentage of digital list consumer price (usually 50%) EXAMPLE EXAMPLE EXAMPLE $25 list price, $25 digital price $12.50 $9.99 $9.99 Wholesale price sold Retail price sold to the retailer to consumer
PX-0219 “I am told Random House is concerned about Arnaud Nourry 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?” David Young “I am having dinner with that group on January 29 and will raise the matter then.”
PX-0274 “Completely confidentially, Carolyn has told me that they are delaying the new Stephen King, with his full support, but will not be announcing this until after Labor Day so that she can have an enjoyable vacation!”
PX-0274 “I think it would be prudent for you to double delete this from your email files when you return to your office.”
PX-0133 “Competition and collaboration” “…we do appear to be on a collision course with Amazon, and possibly with Google as well.” “It will not be possible for any individual publisher to mount an effective response, because of both the resources necessary and the risk of retribution, so the industry needs to develop a common strategy.”
PX-0344 “You are absolutely correct: we’ve always known that unless other publishers follow us, there’s no chance of success in getting Amazon to change its pricing practices.” “And of course you were right that without a critical mass behind us Amazon won’t ‘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!”
Apple’s Entry
Apple Facilitates Publisher Communication December 8, 2009 Brian Murray On December 8, Mr. Cue reaches out to Mr. Murray and Mr. Dohle to set up calls for the following day Eddy Cue PX-0314
Apple Facilitates Publisher Communication December 8, 2009 December 10, 2009 Brian Murray Brian Murray On December 8, Mr. Cue On December 10 at 9:47, reaches out to Mr. Murray Mr. Murray sends an and Mr. Dohle to set up calls internal e-mail concerning for the following day his call with Mr. Cue Eddy Cue PX-0314 PX-304
Apple Facilitates Publisher Communication December 8, 2009 December 10, 2009 Brian Murray Brian Murray “We should put a proposal together for Apple. ... And also bring in RH if possible.” On December 8, Mr. Cue On December 10 at 9:47, reaches out to Mr. Murray Mr. Murray sends an and Mr. Dohle to set up calls internal e-mail concerning for the following day his call with Mr. Cue Eddy Cue PX-0314 PX-304
Apple Facilitates Publisher Communication December 8, 2009 December 10, 2009 December 10, 2009 Brian Murray Brian Murray Brian Murray On December 8, Mr. Cue On December 10 at 9:47, On December 10 at 9:52, reaches out to Mr. Murray Mr. Murray sends an Mr. Murray e-mails and Mr. Dohle to set up calls internal e-mail concerning Mr. Dohle for the following day his call with Mr. Cue Markus Dohle Eddy Cue PX-0314 PX-304 PX-0448
Apple Facilitates Publisher Communication December 8, 2009 December 10, 2009 December 10, 2009 Brian Murray Brian Murray Brian Murray “I was wondering if you had any time for a quick call tomorrow.” On December 8, Mr. Cue On December 10 at 9:47, On December 10 at 9:52, reaches out to Mr. Murray Mr. Murray sends an Mr. Murray e-mails and Mr. Dohle to set up calls internal e-mail concerning Mr. Dohle for the following day his call with Mr. Cue Markus Dohle Eddy Cue PX-0314 PX-304 PX-0448
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.”
PX-0299 “David: do you have a phone number for Carolyn Reidy Eddie Cue…? He didn’t 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’…” David Young “Email is cue@apple.com. I’ll send you his phone number tomorrow.”
Apple Provides Information to Publishers About Other Publishers PX-0159 PX-0359
PX-0036 “Interested in agency model to fix Amazon pricing (we said no)”
Apple & Publisher Conspiracy Commences “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.” Markus Dohle John Sargent Carolyn Reidy PX-0056 PX-0501 PX-0502
Apple & Publisher Conspiracy Commences December 21 December 21 December 21 10:33 a.m. 12:17 p.m. 12:48 p.m. Speak for Speak for Speak for 10 minutes and 17 minutes and 11 minutes 45 seconds 37 seconds Carolyn Reidy Markus Dohle John Sargent Eddy Cue Eddy Cue Eddy Cue PX-0788 PX-0788 PX-0788
PX-0043 “They saw both the plus (solves Amazon issue) and negative (little less than they would like).”
PX-0540 “Therefore they feel that new release eBooks should be priced at $12.99 ….” “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 ....” “We would have to ‘get everyone else to go to the agency model.’”
PX-0540 “When they thought it through, they didn’t think anything else would keep the market from its current pricing ‘craziness.’”
PX-0336 “He also thinks that book prices are becoming too low – he is worried about the consumer perception. Therefore he suggests an ‘agency model’....”
PX-0336 “I also indicated that Amazon would not accept a distributor model. He answered that windowing could be used to establish a distributor model on print pub date for ebooks (coming back to simultaneous publication).”
PX-0317 “Agency is anti - price war territory.”
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