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Shira Ovide

The iPad Lost Years for Apple's Media Partners

The iPhone maker took newspaper and magazine companies on a detour to a boondoggle.
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Photographer: Mario Tama/Getty Images

Apple Inc. is revamping its digital bookstore in another attempt to take on Amazon's dominance. I can't help thinking: What if? 

Not what if Apple had succeeded the first time around, when it introduced a way to purchase electronic books with the 2010 debut of the iPad. No, Apple is the most valuable public company in the world, and its iBooks digital book store and e-reading app was always going to be an immaterial part of its business.