You are correct here. Instead of the traditional old-fashion e-book, consisting of black text on white pages, where you flip from page to page, resulting in a semi-boring experience.
Now, Apple's idea of an e-book experience, where you can resize and color the text to your desire. Have someone narrate the text to you, with sound effects in the background, moving animations on each page. Animations that might actually be interactive to the touch ( or tilt of your device you are reading it on ). Links to other resources on the internet, and a bevy of features that I'm sure I'm forgetting here.
And to top it off, if your version is updated, you just click on a button to update it for free in about 30 seconds! Let's see you update that thick calculus book you bought for your Calculus 121 class for your electrical engineering degree from 4 years ago. See if the publisher will update you to a new version for free! Good luck with that!
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Amazon has been doing everything you describe since before iBooks launched.
a) Apple has done nothing revolutionary
b) These technical advancements do not depend on the Agency Model to work