Let's sum it up:
1. Apple decides to enter the (digital) book publishing market and in order to actually build a wide catalog of books (especially for the textbook market) they offer a free authoring tool for anyone to use.
2. In order to offer the simplest and easiest experience to authors and users, Apple decided to use a mix of standards that ultimately produces a proprietary format through which anyone can publish a digital book for iOS devices.
3. If you want to giveaway that book for free on the iBookstore, you can do so at no cost. If you want to sell it, then Apple gets 30%.
Now where have I seen this before? Oh right, this is exactly what Apple has been doing with the AppStore!
So why is everyone so upset about this now? Were you really expecting for Apple to offer an excellent piece of software like the iBook author for free and allow exporting to a public format so that authors could monetize their products in someone else's marketplace (like Amazon)? Seriously?
The only aspect that really matters here (and that authors should really be aware of) is the copyright issue. When I publish something through the iBookstore, am I the copyright holder of the book's content? If so, I can then publish the same book in other formats to reach out to other "readers". If not, that's a more serious issue because then authors are "stuck" with Apple's format and cannot publish their books in more "widely-accepted formats".
But before you start shooting down Apple for this copyright issue, keep in mind that this is the rule in the book publishing world, not the exception. I'm a researcher and as a part of my activity i have to publish a lot of papers. Whenever I do so, I have to transfer the copyrights to the publisher and, except for very specific situations such as personal use, I cannot publish my paper anywhere else.
So, does anyone know what's Apple's position on this?