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Apple was providing publishers an incentive to root for it over Amazon. With its App Store, Apple had established a resale mannequin that labored in another way from the wholesale mannequin publishers were used to. It was known as the agency model, and it worked like this: publishers would determine on what the checklist price for his or her book needs to be, after which put it up on the market at that worth within the iBooks store. Apple would take a 30 percent fee on each sale.