$14.99 isn't cheap for a book anyway?
Oh you must be new to the internet and the culture of entitlement that has grown along with it. So many of these dolts posting and bitching about $14.99 eBooks have zero knowledge of the cost structure of books (hint, almost none of it is in the realm of producing the physical copy) and expect everything to be handed to them for $.99 or less. It's really pathetic.
Personally I've been wondering why books are so cheap, even before eBooks became "popular" I have been buying them for years. I have no problems paying as much as a hard cover personally, and at 12.99 to 14.99 that's the price of a trade paperback! It's less than a new release DVD and even if only consumed one time, brings far more value for the dollar. I don't get why people think they are somehow owed lower prices in this market. I also don't think Amazon has thought hard enough about the real business model in the publishing industry and how pushing the prices down so hard will affect authors (read: it will alienate them entirely.)
Frankly I find $14.99 to be a steal, considering all the advantages of eBooks. And that's still about $10 less than a hardcover. Even better, to me, is the 30% cut. Amazon takes 70% for independent sellers. I imagine they work on the old eBook wholesale pricing structure for the larger pubs, but frankly, that's an odd business model given the realities of digital distribution. Amazon is doing very little other than advertising and offering a payment kiosk in terms of their participation in the retail chain, and they don't even do much advertising other than for the kindle itself. Why should they get such a large cut, or even be involved in the book "cost?" The 30/70 cut is the same as the Apple app store, btw, so I doubt that's a coincidence.
Despite what's reported, I suspect strongly that the other publishers will see how much simpler this model is, and how it benefits their grosses, and will expect the same deal. They know Apple has potential for critical mass to invade yet another market and will gamble on it happening. The gamble alone will be enough to force Amazon.
It's not as though Amazon is some kind of victim here folks, they are abusing their monopoly to force market acceptance of reasonable prices (and therefore, viable profit margins) down into the dumps. The book industry works like the movie industry, it depends on blockbusters to drag with them the rest of your selection. Take a look at who publishes all your favorite novels and you'll start to see they all have their line of big titles, and it's probably not what you read. But if they can't make their take on the Kings and Pattersons of the industry, your Gaimans and your Salvatores will be snuffed out as well. You might not like the reality of this, might even find it unfair or somehow greedy or whatever. But let's be real: These companies, and along with them nearly every single author in contemporary times is out to make a living. Though they seek to entertain and please you, the customer, they will all stop if it's made unprofitable. The industry is already in a struggle as it is.
What's more, this pricing trend should become pervasive. If it does, then that is only beneficial to everyone. It levels the distribution grounds for smaller indie pubs, or even direct publishing by authors themselves to be profitable and worthwhile.
The one thing that could make this great is if Apple allows book publishers to set their license terms on their books, unlike Amazon. Amazon requires all books, even those without DRM, be sold under the same legal terms. Those terms make the same restrictions as the DRM, though without the encryption to enforce it. So it's still a violation of your terms with Amazon to read an Amazon Kindle store eBook on a non-Kindle reading device or software, for example. It's important for authors, or the agents they hire (i.e. publishers) to have the right and ability to sell their content how they want, that's the best way to move towards a more open content model, and promote authors who recognize and honor the rights of the consumer (such as Cory Doctorow, as one example). Of course, this is high hopes, since such control is unavailable to the app store devs, but hey, who knows? Maybe Apple would do it just to make a point about being "better" than Amazon. It seems popular for new eBook stores to push for more sources to prop up their numeric apparent scale (such as BN including the scanned public domain books from google in their number of books available) so getting some more authors interested who are against restrictive licensing might actually be realistic.
I, a long term eBook reader, am ultimately pleased with this series of events and have hopes for a more viable, and even more open eBook market in the future.