This is back on January 28, 2010. A few months before the switch to agency pricing (in April 2010). Video here, fast forward to around 1:45 mark http://allthingsd.com/20100128/boom...arring-walt-mossberg-plus-a-steve-jobs-cameo/ Transcript: http://www.businessinsider.com/embed?id=4b62e75f0000000000643282&width=600&height=430 1) What is the publisher motive? (high ebook prices to protect print books) 2) What is Apple motive? (don't want to compete with Amazon on prices because that would result in very low margin) Agency pricing with MFN clause will 1) increase ebook prices (big plus for publishers) 2) eliminate price competition (big plus for Apple) How to make Amazon complied: "Publishers are actually withholding their books from Amazon because they're not happy." Steve Jobs knew it a few months beforehand that the publishers would team up and go to Amazon and demand the switch to $14.99 or they will all withhold their books.