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專欄 - 蘋果2_0

蘋果公司誓與美國司法部對(duì)簿公堂

Philip Elmer-DeWitt 2012年04月13日

蘋果(Apple)公司內(nèi)部流傳著一個(gè)老笑話,,那就是史蒂夫·喬布斯周圍是一片“現(xiàn)實(shí)扭曲力場(chǎng)”:你離他太近的話,,就會(huì)相信他所說的話,。蘋果的數(shù)百萬用戶中已經(jīng)有不少成了該公司的“信徒”,而很多蘋果投資者也賺得盆滿缽滿,。不過,,Elmer-DeWitt認(rèn)為,在報(bào)道蘋果公司時(shí)有點(diǎn)懷疑精神不是壞事,。聽他的應(yīng)該沒錯(cuò),。要知道,他自從1982年就開始報(bào)道蘋果,、觀察史蒂夫·喬布斯經(jīng)營該公司,。
美國司法部尋求的解決方案可能導(dǎo)致蘋果電子書商店iBookstore關(guān)閉。

????這種做法自然會(huì)遭到英國和美國反托拉斯部門的質(zhì)疑。

????據(jù)報(bào)道,,三家出版商已經(jīng)接受由司法部提出的和解方案,。據(jù)《華爾街日?qǐng)?bào)》(the Wall Street Journal)報(bào)道,該方案將會(huì)進(jìn)行如下兩件事:

????? 解除出版商與蘋果公司簽訂的合同,;

????? 終止所謂的最惠國待遇條款,,并在雙方簽署新協(xié)議之前設(shè)定“冷靜期”。

????據(jù)《華爾街日?qǐng)?bào)》報(bào)道,,政府提出這個(gè)等待期能讓出版商和書商重新建立起一對(duì)一的關(guān)系,,“完全排除串通的嫌疑”。

????據(jù)報(bào)道,,冷靜期持續(xù)多久對(duì)蘋果公司來說是一個(gè)關(guān)鍵,,原因很簡(jiǎn)單。

????如果冷靜期持續(xù)太久,,亞馬遜將繼續(xù)以9.99美元銷售暢銷電子書,,而蘋果公司仍然要在出版商定價(jià)之上附加30%的額外費(fèi)用,這可能會(huì)嚴(yán)重影響蘋果的電子書業(yè)務(wù),。

????更糟糕的是,,這可能會(huì)導(dǎo)致所有的書從iBookstore下架。

????蘋果公司的律師認(rèn)為,,他們可以提出充分理由說明,,代理模式實(shí)際上增加了市場(chǎng)競(jìng)爭(zhēng),讓競(jìng)爭(zhēng)對(duì)手從亞馬遜高達(dá)90%的市場(chǎng)份額中奪回了一些地盤,。

????與此同時(shí),,與大多數(shù)出版商不同,蘋果公司財(cái)力雄厚,,足以支撐它與美國政府展開訴訟戰(zhàn),,直至達(dá)成更符合自己意愿的和解方案,。

????最新消息:正如預(yù)期,法庭于周三開始審理,。請(qǐng)參考閱讀《為何市場(chǎng)對(duì)蘋果反托拉斯訴訟反應(yīng)冷淡》(Why the market shrugged off the Apple antitrust suit.),。

????譯者:李玫曉/汪皓

????It's not hard to see why such an arrangement raised eyebrows in antitrust divisions on both sides of the Atlantic.

????The settlement the DOJ has proposed -- and which three publishers have reportedly accepted -- would, according to the Wall Street Journal, do two things:

????? It would tear up the contracts the publishers signed with Apple

????? It would scrap the most-favored nation clause and impose a "cooling-off period" before they could sign another deal.

????According to the Journal, the government has argued that the waiting period would allow publishers and booksellers to resume a one-to-one relationship, "free of the taint of collusion."

????The length of that cooling-off period is reported to be one of the sticking points for Apple, and it's easy to see why.

????An extended cooling-off period -- in which Amazon goes back to selling bestselling e-books for $9.99 and Apple is still adding its 30% surcharge to the publishers' prices -- could seriously damage Apple's e-book business.

????Worse still, it could keep the books off the iBookstore altogether.

????Apple's lawyers seem to think they can make a case that going to the agency model actually increased competition, allowing e-book rivals to take back some of the 90% market share Amazon had amassed.

????Moreover the company -- unlike most book publishers -- has pockets deep enough to do legal battle with the U.S. government for as long as it takes to get a settlement more to its liking.

????UPDATE: The hammer, as expected, fell Wednesday morning. See Why the market shrugged off the Apple antitrust suit.

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