Its simply a different business model. I suppose they COULD charge 20 or 40 bucks for iBooks Author and let you do whatever you want with the output but they obviously think this model will be better for iOS and the iBookstore in the long run.
Its also probably better for revenues as well. which is exactly what a for profit company is supposed to be doing. if the market bears it Apple will continue to structure the iBookstore production pipeline this way.
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