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3Jan/110

Why I will never buy a book “App” again: how Mark Bittman’s “How to Cook Everything” turned me off to i-Apps

51BqXL93GpL._BO2,204,203,200_PIsitb-sticker-arrow-click,TopRight,35,-76_AA300_SH20_OU01_.jpgI’ve been following the magazine ‘app’ discussion with interest, but not a whole lot of surprise. I have bought exactly one book ‘app’ in my life, and following the recent iPad release of said app, will never do so again. There are two reasons. Firstly, I don’t need all these apps cluttering up my iPad screen when I could buy a hundred plain old non-enhanced ebooks and access them all through one little iBooks icon. And secondly, because I strongly resent the expectation some publishers seem to have that I would be willing to pay more than one time for the same content.

The lone book app I bought was ‘How to Cook Everything’ by Mark Bittman, and at the time, I felt it was a very good little purchase. I already owned this book in print (so there’s payment #1) and felt it was worth the perfectly reasonable .99 to get it all searchable, sortable, filterable etc. in a way you could only get electronically. So I paid, again, and bought the app. Judging from the app store reviews, it seems many people bought it based on prior experience with the book, so I am not alone in paying twice either.

I enjoyed the app, but was dismayed at how terrible it looked on the iPad. I kept awaiting an update that would make it universal, but it never came. Instead, over the holiday break, Culinate Inc. quietly released a brand new iPad-only app—at double the price of the iPod version.

This is a fail of epic proportions. Firstly, Bittman is a brand name already. People are buying these apps because they already have the print copy and are familiar with his work. The iPad-only app would be the THIRD time I am paying for the same content! Secondly, to penalize iPad users by charging them double the price of the previous app—when many of the potential users will own the iPod app already—is highway robbery. Completely unjustified!

I know what the producers of this app would say. They’d tell me that they added features to this new app to take full advantage of the iPad’s screen, and that is worth both the higher sticker price and the expectation that people will pay again. To that, I say hogwash. I would rather give up the ‘extras’ and have a plainer app if it meant I could get a universal version and not have to pay—a THIRD time—for the content. And I would ask them if the extra revenue they’re getting from double-dipping on the people they’ll sucker into buying both versions will be worth the lifetime boycott of their app—indeed, of all book ‘apps’ from whomever—from customers like me who will be wary of getting burned again.

I will not be purchasing the update, obviously. Nor will I ever purchase a book or magazine ‘app’ again. You work with the more universal platforms—Adobe ePub, Zinio, anything I can read on more than one machine or platform—or you don’t work with me at all. Culinate, Inc and Mark Bittman by extension are in my bad books now. Culinate, Inc—you should have gone with a universal app, and if you absolutely could not have made that work, you should at least have kept the prices equal. And Mark Bittman, you should have known better than to lie in a bed with such fleas. This will cost you some PR points from the techies like me who still buy your stuff in paper.


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