I didn't include any opinion about whether it was legal or not. I'm just talking from a moral standpoint. Why do that to people? Why not just compete with Amazon and beat their pricing?
Then again, Apple is all about a premium experience. Keep the more expensive books and offer something on top that makes it worth the extra money and see if consumers are willing to pay more for the same book but with the Apple experience.
Don't go forcing the publishers to make Amazon accept the agency model which will have them raise their prices. Let the consumer decide.
Pay Apple more....or pay amazon less. Consumers regularly pay more for Apple products anyway, so you never know, charging more may have worked without having to force amazon into the same model.
Apple didn't "force" anyone to do anything.
Publishers signed individual contracts.
When Amazon's agreements expired, publishers independently renegotiated their contracts with them.
No-one was "forced" to do anything.