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          專欄 - 蘋果2_0

          蘋果公司誓與美國司法部對簿公堂

          Philip Elmer-DeWitt 2012年04月13日

          蘋果(Apple)公司內(nèi)部流傳著一個老笑話,那就是史蒂夫·喬布斯周圍是一片“現(xiàn)實(shí)扭曲力場”:你離他太近的話,就會相信他所說的話。蘋果的數(shù)百萬用戶中已經(jīng)有不少成了該公司的“信徒”,而很多蘋果投資者也賺得盆滿缽滿。不過,Elmer-DeWitt認(rèn)為,在報道蘋果公司時有點(diǎn)懷疑精神不是壞事。聽他的應(yīng)該沒錯。要知道,他自從1982年就開始報道蘋果、觀察史蒂夫·喬布斯經(jīng)營該公司。
          美國司法部尋求的解決方案可能導(dǎo)致蘋果電子書商店iBookstore關(guān)閉。

          ????這種做法自然會遭到英國和美國反托拉斯部門的質(zhì)疑。

          ????據(jù)報道,三家出版商已經(jīng)接受由司法部提出的和解方案。據(jù)《華爾街日報》(the Wall Street Journal)報道,該方案將會進(jìn)行如下兩件事:

          ????? 解除出版商與蘋果公司簽訂的合同;

          ????? 終止所謂的最惠國待遇條款,并在雙方簽署新協(xié)議之前設(shè)定“冷靜期”。

          ????據(jù)《華爾街日報》報道,政府提出這個等待期能讓出版商和書商重新建立起一對一的關(guān)系,“完全排除串通的嫌疑”。

          ????據(jù)報道,冷靜期持續(xù)多久對蘋果公司來說是一個關(guān)鍵,原因很簡單。

          ????如果冷靜期持續(xù)太久,亞馬遜將繼續(xù)以9.99美元銷售暢銷電子書,而蘋果公司仍然要在出版商定價之上附加30%的額外費(fèi)用,這可能會嚴(yán)重影響蘋果的電子書業(yè)務(wù)。

          ????更糟糕的是,這可能會導(dǎo)致所有的書從iBookstore下架。

          ????蘋果公司的律師認(rèn)為,他們可以提出充分理由說明,代理模式實(shí)際上增加了市場競爭,讓競爭對手從亞馬遜高達(dá)90%的市場份額中奪回了一些地盤。

          ????與此同時,與大多數(shù)出版商不同,蘋果公司財力雄厚,足以支撐它與美國政府展開訴訟戰(zhàn),直至達(dá)成更符合自己意愿的和解方案。

          ????最新消息:正如預(yù)期,法庭于周三開始審理。請參考閱讀《為何市場對蘋果反托拉斯訴訟反應(yīng)冷淡》(Why the market shrugged off the Apple antitrust suit.)。

          ????譯者:李玫曉/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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