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  "documentTitle": "Memo Apple Steve Jobs ibooks",
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      "text": "1. The current business model of companies like Amazon distributing ebooks below cost or without making a reasonable profit isn't sustainable for long. As ebooks become a larger business, distributors will need to make at least a small profit, and you will want this too so that they invest in the future of the business with infrastructure, marketing, etc.",
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      "text": "3. Apple is proposing to give the cost benefits of a book without raw materials, distribution, remaindering, cost of capital, bad debt, etc., to the customer, not Apple. This is why a new release would be priced at $12.99, say, instead of $16.99 or even higher. Apple doesn't want to make more than the slim profit margin it makes",
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      "text": "2. All the major publishers tell us that Amazon's $9.99 price for new releases is eroding the value perception of their products in customer's minds, and they do not want this practice to continue for new releases.",
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      "text": "Case 1:11-md-02293-DLC Document 295-2 Filed 03/01/13 Page 4 of 12",
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      "text": "James, A few thoughts to consider (I'd appreciate it if we can keep this between you and me):",
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