Apple broke yet another record over the weekend, selling more than $5 million worth of a hot new item.
Textbooks.
That's according to Global Equities Research, which reports that the Mac maker has sold more than 350,000 of the high school textbooks currently offered from the iBookstore. iBook Author, the free authoring tool released last week, has been downloaded more than 90,000 times.
“Apple's decision to launch with introductory textbooks is a good decision, as more than 50% of textbook industry revenues comes from the sales of introductory books,” said Global Equities, which released a new report after speaking to two publishers and five iOS developers.
Many critics have questioned the viability of Apple's latest venture. Even those who think Apple will thrive are concerned about the pushback from book publishers, particularly those in the college sector. But based on its discussions with publishers and developers, Global Equities believes that publishers will make more money selling iBook textbooks at $14.99 than they do selling printed textbooks at $125.
“[The] used book market [is] 35% - 50% of [the] textbook industry….and publishers get zero revenues from [it],” Global Equities wrote. “Supply chain markup: Publisher gives textbooks to the distributor, distributor to the wholesalers, wholesalers to the retailer, and then to the end user (student). The supply chain markup is between 8% to 15% at each step, totaling between 33% and 35%, and this excludes the distribution costs.”
Further, Global Equities said that the cost of iBook production is 80% less than a print publication, and at $14.99, the textbook unit consumption market is 40% - 60% more than that of textbooks at $125.
A few other points from Global Equities:
Market News and Data brought to you by Benzinga APIs- “Developers tell us that iBook 2 textbooks [are] very slow on iPad 1, but performance is fine on iPad 2.”
- “Developers feel that as interactive content on textbooks increase, iPad 2 may be slow too.”
- “Developers feel that iBook 2 will force Apple to upgrade the A5 chipset on the next generation of iPad from current dual-core to quad-core to facilitate [an] even….richer textbook experience.”
- “Developers indicate that if the minimum configuration on new iPad 3 is 16 GB vs. 8 GB as is currently [available] on [the] iPad 2, it may indicate that Apple is expecting significant textbook attach rate on iPads – maybe 8 -10 active textbooks per iPad. Investors need to pay close attention to this configuration to gauge textbook traction on iPads.”
© 2024 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.
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Posted In: Analyst ColorNewsSuccess StoriesAnalyst RatingsTechAppleglobal equitiesGlobal Equities ResearchiBookiBook AuthoriBook textbooksThe Verge
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