This in part explains why publishers are seeking to establish more control
AppleInsider says that Oppenheimer Analyst Yair Reiner is reiterating some of the rumors we’ve been hearing about the Apple Tablet—Apple approaching publishers, 10.1 inch LTPS LCD (like the iPhone’s) screen. But he refutes other rumors (such as the OLED model) and adds an interesting new twist in terms of the publisher offers.
"Contacts in the U.S. tell us Apple is approaching book publishers with a very attractive proposal for distributing their content," Reiner said. "Apple will split revenue 30/70 (Apple/publisher); give the same deal to all comers; and not request exclusivity. We believe the typical Kindle split is 50/50, rising to 30/70 if Kindle is given ebook exclusivity."
The Kindle split right now for self-published works is 65/35 Amazon/publisher.