Like The Herald Business Journal on Facebook!
The Herald of Everett, Washington
Heraldnet.com

The top local business stories in your email

Contact Us:

Josh O'Connor
Publisher
Phone: 425-339-3007
joconnor@heraldnet.com

Jody Knoblich
General Sales Manager
Phone: 425-339-3445
Fax: 425-339-3049
jknoblich@heraldnet.com

Jim Davis
Editor
Phone: 425-339-3097
jdavis@heraldnet.com

Site address:
1800 41st Street, S-300,
Everett, WA 98203

Mailing address:
P.O. Box 930
Everett, WA 98206

HBJ RSS feeds

  • An Apple employee demonstrates an interactive feature of iBooks 2 for iPad, Thursday in New York. IBooks 2 will be able to display books with videos a...

    Associated Press

    An Apple employee demonstrates an interactive feature of iBooks 2 for iPad, Thursday in New York. IBooks 2 will be able to display books with videos and other interactive features.

  • Philip Schiller, Apple's senior vice president of Worldwide Marketing, discusses iBooks 2 for iPad, Thursday in New York. IBooks 2 will be able to dis...

    Associated Press

    Philip Schiller, Apple's senior vice president of Worldwide Marketing, discusses iBooks 2 for iPad, Thursday in New York. IBooks 2 will be able to display books with videos and other interactive features.

Apple enters textbook field with examples of what its iPad can do in classroom

SHARE: facebook Twitter icon Pinterest icon Linkedin icon Google+ icon Email icon |  PRINTER-FRIENDLY  |  COMMENTS
By Peter Svensson
Associated Press
Published:
NEW YORK -- Apple Inc. on Thursday launched its attempt to make the iPad a replacement for a satchel full of textbooks by starting to sell electronic versions of a handful of standard high-school books.
The electronic textbooks, which include "Biology" and "Environmental Science" from Pearson and "Algebra 1" and "Chemistry" from McGraw-Hill, contain videos and other interactive elements.
But it's far from clear that even a company with Apple's clout will be able to reform the primary and high-school textbook market. The printed books are bought by schools, not students, and are reused year after year, which isn't possible with the electronic versions. New books are subject to lengthy state approval processes.
Major textbook publishers have been making electronic versions of their products for years, but until recently, there hasn't been any hardware suitable to display them. PCs are too expensive and cumbersome to be good e-book machines for students. Dedicated e-book readers like the Kindle have small screens and can't display color. IPads and other tablet computers work well, but iPads cost at least $499. Apple didn't reveal any new program to defray the cost of getting the tablet computers into the hands of students.
All this means textbooks have lagged the general adoption of e-books, even when counting college-level works that students buy themselves. Forrester Research said e-books accounted for only 2.8 percent of the $8 billion U.S. textbook market in 2010.
Pearson PLC of Britain and The McGraw-Hill Cos. of New York are two of the three big textbook companies in the U.S. market. The third one, Boston-based Houghton Mifflin Harcourt, also plans to supply books to Apple's store, but none were immediately available.
The new textbooks are legible with a new version of the free iBooks application, which became available Thursday.
The textbooks will cost $15 or less, said Phil Schiller, Apple's head of marketing. He unveiled the books at an event at New York's Guggenheim Museum. Schools will be able to buy the books for its students and issue redemption codes to them, he said.
Albert Greco, a professor of marketing at Fordham University in New York and a former high-school principal, said schools would need to buy iPads for its students if it were to replace printed books.
It wouldn't work to let students who can afford to buy their own iPads use them in class with textbooks they buy themselves, alongside poorer students with printed books.
"The digital divide issue could be very embarrassing. Because if you don't have the iPad, you can't do the quiz, you don't get instant feedback ... that is an invitation for a lawsuit," Greco said. "I would be shocked if any principal or superintendent would let that system go forward."
Greco said hardback high-school textbooks cost an average of about $105, and a freshman might need five of them. However, they last for five years.
That means that even if an iPad were to last for five years in the hands of students, the e-books plus the iPad would cost more than the hardback textbooks.
Apple also released an app for iTunes U, which has been a channel for colleges to release video and audio from lectures, through iTunes. The app will open that channel to K-through-12 schools, and will let teachers present outlines, post notes and communicate with students in other ways.
Greco called the new app "a shot across the bow" of Blackboard Inc., a privately held company that provides similar electronic tools to teachers. It, too, has applications for cellphones and tablets.
Apple also revealed iBook Author, an application for Macs that lets people create electronic textbooks.
According to biographer Walter Isaacson, reforming the textbook market was a pet project of Apple co-founder Steve Jobs, even in the last year of his life. At a dinner in early 2011, Jobs told News Corp. chairman Rupert Murdoch that the paper textbooks could be made obsolete by the iPad. Jobs wanted to circumvent the state certification process for textbook sales by having Apple release textbooks for free on the tablet computer.
Jobs died in October after a long battle with cancer.
Story tags » HardwareSoftwareAppleEducation & Schools

MORE HBJ HEADLINES

CALENDAR

Share your comments: Log in using your HeraldNet account or your Facebook, Twitter or Disqus profile. Comments that violate the rules are subject to removal. Please see our terms of use. Please note that you must verify your email address for your comments to appear.

You are logged in using your HeraldNet ID. Click here to update your profile. | Log out.

Our new comment system is not supported in IE 7. Please upgrade your browser here.

comments powered by Disqus

Market roundup