Ondrej Holzman INkantolo Yokudlulisa Amacala ayizange isilalele isicelo sika-Apple esiphikisa isinqumo sango-2013 esayilahla ngecala lokukhohlisa kanye nokwenyusa intengo yama-e-books ngesikhathi ingena emakethe. Inkampani yaseCalifornia manje kufanele ikhokhe kakade kwavunyelwana ngakho 450 million dollars, iningi layo lizoya kumakhasimende.
INkantolo Yokwedluliswa Kwamacala yaseManhattan ikhiphe isinqumo ngoLwesibili ngemuva kweminyaka emithathu yezimpi zomthetho ezithathe isikhathi eside ivuna isinqumo sokuqala, ivuna uMnyango Wezobulungiswa wase-US kanye nezifunda ezingama-33 ezihlanganyele nawo ekumangaleleni u-Apple. Icala lavela ngo-2012, ngemva konyaka i-Apple yaba etholakala enecala bese-ke wena wezwa isijeziso.
Ngenkathi abashicileli uPenguin, uHarperCollins, uHachette, uSimon & Schuster kanye noMacmillan benquma ukuphuma enkantolo noMnyango Wezobulungiswa (ekhokha inani lamaRandi ayizigidi eziyi-164), i-Apple yaqhubeka nokugcina ubumsulwa bayo futhi yanquma ukuyisa lonke icala enkantolo. . Yingakho aphikisana nesahlulelo esingesihle esikhathini esingangonyaka esidlule kuqedwe.
Ekugcineni, inqubo yesikhalazo yahlala esinye isikhathi esingaphezu konyaka. Ngaleso sikhathi, i-Apple yathi okuwukuphela kwembangi yayo yokungena emakethe ye-e-book kwakuyi-Amazon, futhi njengoba intengo yayo engu-$9,99 nge-e-book yayingaphansi kwezinga lokuncintisana, i-Apple nabashicileli kwadingeka beze nethegi yentengo kube ngumenzi we-iPhone onenzuzo eyanele ukuthi aqale ukuthengisa ama-e-books.
[su_pullquote align="right"]Siyazi ukuthi akukho okubi esikwenzile ngo-2010.[/su_pullquote]
Kodwa inkantolo yokudlulisa amacala ayizange ivumelane nale mpikiswano ye-Apple, nakuba ekugcineni amajaji amathathu anquma ngokumelene nenkampani yaseCalifornia ngesilinganiso esiseduze se-2: 1. I-Apple kuthiwa yephule umthetho we-Sherman Antitrust. "Siphethe ngokuthi inkantolo yesifunda yayineqiniso lapho ithi i-Apple yakha itulo nabashicileli ukuze inyuse intengo yezincwadi ze-e-book," kusho iJaji uDebra Ann Livingston esinqumweni esikhulu senkantolo yokudlulisa amacala.
Ngesikhathi esifanayo, ngo-2010, lapho i-Apple ingena emakethe ne-iBookstore yayo, i-Amazon yayilawula amaphesenti angu-80 kuya kwangu-90 emakethe, futhi abashicileli abazange bathande indlela yayo enonya emananini. Yingakho i-Apple iqhamuke nemodeli ebizwa ngokuthi i-ejensi, lapho yona ngokwayo ithola ikhomishini ethile ekuthengisweni ngakunye, kodwa ngesikhathi esifanayo abashicileli bangasetha amanani e-e-books ngokwabo. Kodwa umbandela wemodeli ye-ejensi wawukuthi lapho nje omunye umthengisi eqala ukuthengisa ama-e-books ashibhile, umshicileli kwakuzodingeka aqale ukuwanikeza e-iBookstore ngentengo efanayo.
Ngakho-ke, ngenxa yalokho, abashicileli babengeke besakwazi ukuthengisa izincwadi e-Amazon ngemali engaphansi kwe-$10, futhi izinga lentengo lenyuke kuyo yonke imakethe ye-e-book. I-Apple yazama ukuchaza ukuthi ayizange iqondise abashicileli ngamabomu ngokumelene nezintengo ze-Amazon, kodwa inkantolo yokudlulisa amacala yanquma ukuthi inkampani yezobuchwepheshe yayiyazi kahle imiphumela yezenzo zayo.
"U-Apple wayazi ukuthi izinkontileka ezihlongozwayo bezikhanga abashicileli abamangalelwa kuphela uma bebonke beshintshela kumodeli ye-ejensi ebudlelwaneni babo ne-Amazon - u-Apple owayazi ukuthi kuzoholela emananini aphezulu e-e-book," kusho uLivingston esinqumweni esihlanganyelwe noRaymond. Lohier.
I-Apple manje inenketho yokuyisa lonke icala eNkantolo Ephakeme, yona ngokwayo eqhubeka nokugcizelela ubumsulwa bayo. “U-Apple akazange akhe itulo lokwenyusa amanani ezincwadi ze-e-book, futhi lesi sinqumo asizishintshi izinto. Sidumele ngokuthi inkantolo ayizange ibone ukuqanjwa nokukhetha okulethwe i-iBookstore kumakhasimende,” kusho inkampani yaseCalifornia esitatimendeni. “Njengoba sifuna ukumbeka ngemuva, leli cala limayelana nemigomo nemigomo. Siyazi ukuthi akukho okubi esikwenzile ngo-2010 futhi sicubungula izinyathelo ezilandelayo.”
IJaji uDennis Jacobs ucheme no-Apple enkantolo yamacala. Uvote ngokumelene nesinqumo sokuqala senkantolo yesifunda kusukela ngo-2013, lapho, ngokusho kwakhe, lonke lolu daba lusingathwe ngendlela engafanele. Umthetho wokungathembeki, ngokusho kukaJacobs, awukwazi ukusola i-Apple ngokubambisana phakathi kwabashicileli emazingeni ahlukene ochungechunge lwebhizinisi.
Ukuthi u-Apple uzosidlulisela yini icala eNkantolo Ephakeme akukaqinisekwa. Uma engakwenzi lokho, angaqala maduze ukukhokha u-450 million abevumelene ngawo noMnyango wezoBulungiswa ukuze kunxeshezelwe amakhasimende.
