More speculation about Apple’s Thursday event
Don't expect that content to come directly from Apple, however. "Practically speaking, Apple does not want to get into the content publishing business," MacInnis said. Like the music and movie industries, Apple has instead built a distribution platform as well as hardware to consume it—but Apple isn't a record label or production studio.
But what Apple does provide is industry-leading tools for content production, such as Logic or Final Cut Pro, to help create content. The company also produces tools like GarageBand or iMovie that make such production accessible to a much wider audience.
Will Apple launch a sort of GarageBand for e-books? "That's what we believe you're about to see," MacInnis told Ars (and our other sources agree). "Publishing something to ePub is very similar to publishing web content. Remember iWeb? That iWeb code didn't just get flushed down the toilet—I think you'll see some of [that code] repurposed."