Thoughtful, detailed coverage of the Mac, iPhone, and iPad, plus the TidBITS Content Network for Apple consultants.

Why iBooks Author is a Big Deal

When Apple made its education announcements last week (see “Apple Goes Back to School with iBooks 2, iBooks Author, and iTunes U,” 19 January 2012), the Web reverberated almost instantly with a deafening clamor of commentary and criticism. For some people, Apple’s end-user license agreement (EULA) for its iBooks Author program was a show-stopper, as well as providing corroborating evidence for the theory that Apple was as mendacious and evil as many had feared all along. For others, it was the new iBooks multi-touch book file format, which was seen as a direct attack against ebook standards and a betrayal of Apple’s commitment to open standards. And for still others, including our own Glenn Fleishman, it was Apple’s marketing message itself that evoked frustration and disappointment.

Although much of the criticism of Apple and iBooks Author is deserved, I don’t care. Here’s why.

First, I think that the EULA, like iBooks Author itself, is version 1.0, and that it will change — Apple has changed EULAs before, notably with its iOS restriction against which development tools were used to create apps. Second, I think the file-format issue is something of a red herring: iBooks 2 still displays normal EPUBs just fine, and will likely support the EPUB 3.0 standard sooner or later.

Third, although, like Glenn, I have heard the “students are bored and software will fix it” pedagogical panacea claims all before, and probably, I think, heard much more of it than Glenn: So what? It was ever thus.

I spent more than a quarter of a century in the thick of educational software development and interactive multimedia production, under the aegis of both educational institutions and publishing companies. Most of those for whom I developed such materials claimed the same magical pedagogical powers for the stuff on which I worked that Apple claimed for iBooks Author last week. Then, as now, it was over-reaching marketing nonsense. But most marketing is just that: over-reaching nonsense.

Teaching is hard. It was hard in a one-room schoolroom with slate-toting students and it is hard in a modern, media-rich classroom filled with digital tablet-bearing students. Furthermore, bad teachers are bad teachers no matter what tools they have available, and good teachers are good teachers, whether armed with chalk or laser pointers. Creating curricula that work effectively with disparate assemblages of young humans of various backgrounds, home environments, and states of cognitive development is enormously difficult, no matter the media used to deliver the curricular materials.

And it always will be.

But here’s the thing: having access to good instructional resources is always better for students and for teachers than not having such access. And although interactive multimedia textbooks of the type that iBooks Author makes so very easy to prepare probably won’t make a bad teacher into a good one or a poor student into a candidate for valedictorian, it is much better to have them available for teachers and for students than not.

Availability was the big stumbling block that tripped up most of the instructional projects I worked on since the early 1980s. At the beginning of my instructional technology odyssey, computers in classrooms were very rare, and teacher familiarity with digital technology all but non-existent. Back then, one really had to do a Bolshoi-scale song-and-dance just to get even small instructional technology pilot programs established.

Later, the biggest availability issue lay not in convincing the Powers That Be that interactive media had a place in education, but in finding the financial resources to build the necessary computer labs. And, just as costly — if not more so — was finding and hiring the people to develop the materials for those labs: the development tools were difficult to use, expensive, and hard to come by, and those individuals who had both the pedagogical and the technological knowledge to employ those tools effectively were just as expensive and hard to find.

Today, however, low-cost digital media tablets herald the end of the expensive dedicated computer lab. Sure, a $500 iPad is not cheap, but it’s far cheaper and far more within the reach of parents and schools than the bolted-down lab machines of years gone by. At the same time, though, cost and difficulty of developing rich instructional materials for these new devices has not seen a similarly drastic decline.

Until iBooks Author. Here is a tool that most teachers who are capable of writing an email can master. Here is a tool that produces something that is enough like a book that even a teacher with no training in computer-based pedagogy can understand and see how to use for teaching. Here is a tool that can deliver certain instructional experiences that are just much harder to deliver from a paper book, even when mediated by a teacher of exceptional skill.

No, I don’t expect that iBooks Author will be the One True Magic Bullet that will slay all the pedagogical woes of the world or even most of them. Nor do I see it being even the one true instructional material development application for the ebook generation.

What I do see, however, is that iBooks Author and Apple’s related educational initiatives have a real chance of finally tearing down the availability stumbling blocks.

I think that’s a good thing.


Make friends and influence people by sponsoring TidBITS!
Put your company and products in front of tens of thousands of
savvy, committed Apple users who actually buy stuff.
More information: <>

Comments about Why iBooks Author is a Big Deal
(Comments are closed.)

artMonster  2012-01-21 14:39
As usual, the latest Apple initiative is causing a great deal of hand (waving and wringing). Thanks for this calm look at what is really a good thing that Apple has done here.
On another note, if there was ever a non onomatopoeic word, pedagogical is it.
Michael E. Cohen  An apple icon for a TidBITS Staffer 2012-01-21 18:14
Thank you. And I agree: the only thing that the words "pedagogical" and "poetry" have in common is the initial "p." ☺
Daniel  2012-01-22 00:28
I fully agree. iBooks Author is made for iBook creation - hence the name. Why is everyone coming down on Apple for saying it can only be used for sale in the iBooks store? Can't they read....?

Textbooks on iBooks is brilliant - it is the first real attempt to bring education into the 21st century and is also a natural evolution of the iPad's abilities and uses.

Well done Apple!
Bruce Kijewski  2012-01-22 01:04
Another fine article, and a much needed one. Apple may be seeking another revenue stream, but its actions seem designed to help both students and teachers. Has Apple capped the price of a textbook at $15? If so, that alone would be a boon to students...and their parents.
Michael E. Cohen  An apple icon for a TidBITS Staffer 2012-01-22 11:57
I'm not sure that Apple has capped the price; their PR simply says "with most priced at $14.99 or less."
Rui Castro Lobo  2012-01-22 05:16
Wise words, in a world of words... Thanks
Ray Meyers  2012-01-22 08:56
One thing I find difficult about teaching, especially in college is that cash-strapped students are forced to spend hundreds of dollars on textbooks. A instructor who knows the material well enough can put the curriculum in a textbook and give it away free or sell it cheaply. I know one who will.
Tim Holt  2012-01-22 10:53
Here is my response to all of the hand wringing:
Richard Tamesis  2012-01-22 14:00
Apple must have thought that this EULA will prevent people from attempting to use iBooks Author to create and sell interactive pornographic books.

Perhaps this will spur third party developers to try to come up with their own epub3 apps that match and exceed the capabilities of iBook Author and produce interactive books that can be displayed in other platforms.
Adam Engst  An apple icon for a TidBITS Staffer 2012-01-22 14:47
That's an interesting question. It's normally pretty hard to compete with free programs from Apple (and not something most developers would take on), but the limitations of iBooks Author make it more of a possibility.
Glenn Fleishman  An apple icon for a TidBITS Staffer 2012-01-22 14:54
It can still be used to create and give such items away, or used to create and sell them using a fake subscription model (in which the books are allegedly free). Or can be used in blatant violation and hosted on a non-enforcing site in a distant country, and Apple wouldn't be able to sanction them.
Wes Kroesbergen  2012-01-23 07:08
iBooks Author appears to have some hooks into UIKit to give it that extra whizz-bang feel. My guess is that to compete at parity, extra hooks into OS features are needed, not just slapping together pretty HTML5. Consequently, which platform to support will probably be critical in developing a competing product.
Marius Coomans  2012-01-23 16:08
You (sensibly) assume that Apple will tone down its EULA agreement and they will leave holes in the walled garden that they are building. But would they do that without the public criticism?
I think it is a shame that we need Apple to innovate Authoring tools. This is Adobe's failure as much as anyone else's.
Adam Engst  An apple icon for a TidBITS Staffer 2012-01-23 17:15
I had exactly the same thought - Adobe could play the role of independent arms dealer, providing top-notch tools that output open standards. And, to be fair, InDesign is pretty good at EPUB, I gather. The problem (for us) is that working in InDesign is a whole ball of wax, where you have to buy into not just Adobe's tools, but Adobe's entire way of thinking, which tends to put the writer subordinate to the graphic designer.
Michael E. Cohen  An apple icon for a TidBITS Staffer 2012-01-23 17:21
Good point, Adam. Back when I was working with Robert Winter ("Beethoven's 9th Symphony CD-ROM"), he was opposed to any media-creation tool that didn't let him work directly within the framework of the eventual product. HyperCard let him do that; nothing much since has. Writing and designing assets in a bunch of separate programs and then assembling all of them after the fact may be OK for some, but a lot of people want, and perhaps need, to see what their stuff looks like and acts like AS they work. iBooks Author is closer to delivering that experience than anything else I've seen in a long while.