Now both individual authors and trade and textbook presses can be drawn into a development and publishing ecosystem that begins and ends with Apple. Amazon may offer more eyeballs, but Apple offers an easier workflow. And the multimedia enhancements baked into the new iBooks will tempt everyone creating an e-book to add bits that will be specific to Apple’s platform — creating accidental exclusives. It’s not just about engaging students. It’s about engaging everyone in the education and publishing industries. If Apple can win their hearts and minds, it will win their business, too: Macs, iPads and iBooks.