Interesting revelations about Apple's past are coming to light amidst the ongoing DOJ ebooks trial.
On Thursday, Apple's Eddy Cue testified in federal court as one of the executives at the center of the high-profile antitrust lawsuit.
"I didn't raise prices," Cue said today, adding that he wasn't surprised when publishers hiked prices for new and best-selling titles after Apple's entry into the ebooks arena in 2010.
Apple, at this time, remains the sole defendant in the lawsuit. The other involved publishers have reached settlements with the U.S. government. Apple is fighting the charges, asserting no wrongdoing was committed.
Cue, however, did admit to feeling "tremendous" pressure to reach a deal with publishers after the late Steve Jobs finally signed off on an iBookstore to follow the first-gen iPad launch in 2010.
Jobs, who died in 2011, was "near the end of his life" as the January 2010 unveiling of the iPad neared, Cue said. Not getting a deal done would have meant debuting the iPad without the bookstore, he said later. "I wanted to get it done in time for that as I wanted to get it done for him," Cue said.
Publishers subsequently pushed Amazon to similarly adopt the agency model, a shift the government contends Apple encouraged through a contract clause that would allow it to reduce prices on its bookstore if other retailers sold e-books cheaper.