Macmillan, one of publishing's Big Six, has become the first company to fight Amazon's pricing of e-books. Amazon lost this battle, but it's going to be a long and costly war, with the other five publishers and with Apple, which unveiled its Kindle rival iPad last week.
Big publishers are in talks with Apple on how to make e-books available for the forthcoming Tablet. But the real story is that they may be pushing towards a new pricing model, one which Amazon has a vested interest in combating with an attractive new royalty rate for would-be e-authors.
When should an e-book be published? Before the physical copy gets published, or months later, or at the same time? Next year, publishers will increasingly weigh tradition against the tide of consumers who want to read their e-books when they want them, and on any device they choose.