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专栏 - 苹果2_0

苹果公司誓与美国司法部对簿公堂

Philip Elmer-DeWitt 2012年04月13日

苹果(Apple)公司内部流传着一个老笑话,那就是史蒂夫·乔布斯周围是一片“现实扭曲力场”:你离他太近的话,就会相信他所说的话。苹果的数百万用户中已经有不少成了该公司的“信徒”,而很多苹果投资者也赚得盆满钵满。不过,Elmer-DeWitt认为,在报道苹果公司时有点怀疑精神不是坏事。听他的应该没错。要知道,他自从1982年就开始报道苹果、观察史蒂夫·乔布斯经营该公司。
美国司法部寻求的解决方案可能导致苹果电子书商店iBookstore关闭。

    这种做法自然会遭到英国和美国反托拉斯部门的质疑。

    据报道,三家出版商已经接受由司法部提出的和解方案。据《华尔街日报》(the Wall Street Journal)报道,该方案将会进行如下两件事:

    • 解除出版商与苹果公司签订的合同;

    • 终止所谓的最惠国待遇条款,并在双方签署新协议之前设定“冷静期”。

    据《华尔街日报》报道,政府提出这个等待期能让出版商和书商重新建立起一对一的关系,“完全排除串通的嫌疑”。

    据报道,冷静期持续多久对苹果公司来说是一个关键,原因很简单。

    如果冷静期持续太久,亚马逊将继续以9.99美元销售畅销电子书,而苹果公司仍然要在出版商定价之上附加30%的额外费用,这可能会严重影响苹果的电子书业务。

    更糟糕的是,这可能会导致所有的书从iBookstore下架。

    苹果公司的律师认为,他们可以提出充分理由说明,代理模式实际上增加了市场竞争,让竞争对手从亚马逊高达90%的市场份额中夺回了一些地盘。

    与此同时,与大多数出版商不同,苹果公司财力雄厚,足以支撑它与美国政府展开诉讼战,直至达成更符合自己意愿的和解方案。

    最新消息:正如预期,法庭于周三开始审理。请参考阅读《为何市场对苹果反托拉斯诉讼反应冷淡》(Why the market shrugged off the Apple antitrust suit.)。

    译者:李玫晓/汪皓

    It's not hard to see why such an arrangement raised eyebrows in antitrust divisions on both sides of the Atlantic.

    The settlement the DOJ has proposed -- and which three publishers have reportedly accepted -- would, according to the Wall Street Journal, do two things:

    • It would tear up the contracts the publishers signed with Apple

    • It would scrap the most-favored nation clause and impose a "cooling-off period" before they could sign another deal.

    According to the Journal, the government has argued that the waiting period would allow publishers and booksellers to resume a one-to-one relationship, "free of the taint of collusion."

    The length of that cooling-off period is reported to be one of the sticking points for Apple, and it's easy to see why.

    An extended cooling-off period -- in which Amazon goes back to selling bestselling e-books for $9.99 and Apple is still adding its 30% surcharge to the publishers' prices -- could seriously damage Apple's e-book business.

    Worse still, it could keep the books off the iBookstore altogether.

    Apple's lawyers seem to think they can make a case that going to the agency model actually increased competition, allowing e-book rivals to take back some of the 90% market share Amazon had amassed.

    Moreover the company -- unlike most book publishers -- has pockets deep enough to do legal battle with the U.S. government for as long as it takes to get a settlement more to its liking.

    UPDATE: The hammer, as expected, fell Wednesday morning. See Why the market shrugged off the Apple antitrust suit.

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