Apple, Textbooks and the Education-Industrial Complex
February 2nd, 2012
Apple has certainly come a long way as the corporate insurgent (capturing the imagination of my kids and many of their peers) challenging and now outperforming “the man” Microsoft of the computer industry. Of course, Apple has sought brand loyalty from the younger generation for years by marketing their computers to schools, to put them in front of all those young consumers cloistered in those educational venues. The late Steve Job’s company has also advanced their brand by playing the insurgent in the music business, challenging the traditional marketing practices of a moribund music industry with their iPod, iTunes, and now music industry topping iStore.
But now I read that Apple is moving big-time into the textbook business, and I would hope that they would similarly challenge that entrenched corporate establishment as well. Certainly one can argue that big publishing companies like McGraw-Hill and Houghton Mifflin, have encouraged what I would consider a damaging centralization, standardization and increasingly OSFA (one size fits all) approach to public education in order to expand and protect their markets for selling textbooks.
But in the intro to Jason Tomassini’s piece “Apple Unveils E-Textbook Strategy for K-12″ for Education Week, he calls out that Apple is now allying with rather than challenging the corporate educational “man”…
Apple Inc. announced aggressive new efforts last week to move into the K-12 electronic-textbook market, though educational publishers said the biggest news from the move is how the normally disruptive company is likely to help the publishing industry rather than challenge it. Through a partnership with three major K-12 textbook publishers—McGraw-Hill, Pearson, and Houghton Mifflin Harcourt—Apple is offering interactive textbooks through its iBooks store at $14.99 or less.
These new corporate partners are the who’s who of the “educational-industrial complex”. Of course Apple has been a part of the education market for decades…
In its entirety, the announcement signals Apple’s intent to further deepen its market share in K-12 education. Sales of the iPad are outpacing Mac computers in the education sector, and Apple officials said there were 1.5 million iPads in use in education, more than 1,000 one-to-one iPad computing initiatives in K-12, and 20,000 education apps in the iTunes store.
Certainly public school systems have the potential to save money buying lots of virtual rather than hard-copy textbooks. But the bigger underlying narrative involves these big corporate dinosaurs looking to maintain their control over public education and their many billion dollar market for textbooks and testing materials.















In her blog piece 
I keep attempting to bear witness to and advocate for our society’s continuing transformation from “hierarchies of control to circles of equals”, but I got feedback from my partner Sally on our morning walk today that that is too academic of a framing… Damn! So how can I call this out in a more clear, un-geeky, and compelling way? What captures the essence of (along with the argument for) this transformation? I thought about it, feeling some frustration that I was not yet effective in really communicating what I’m trying to say.

