Rumor that publishers would have the final word on eBook pricing may have been incorrect judging from a revealed screenshot of the iBook store that shows Apple assuming Amazon's current $9.99 price model. The picture, capture by App Advice's Alexander Vaughn, shows four bestsellers priced at $9.99 per download.
Vaughn says that "out of the 32 eBooks featured in the New York Time's [sic] Bestsellers section, 27, as well as the entire top 10 are priced at $9.99." Of the remaining five eBooks, the highest priced is Jackie Collins' Poor Little Bitch Girl, clocking in at $12.99.

The pricing clashes set a particularly intriguing scene. Last month Amazon connected in a loud public clash with the publisher Macmillan over eBook prices. The fight was settled when Amazon approved to enhance tags and a lot of blamed Apple's iPad for the row. But here's the thing: Macmillan owns St. Martin's Press, which publishes Poor Little Bitch Girl, meaning Apple is not receiving the favoritism some expected.
According to source, who spoke secretly because of the privacy of the talks, Apple inserted supplies want publishers to discount e-book prices on best sellers -- with the intention that $12.99 to $14.99 range was simply a ceiling; prices for some titles could be lower, even as low as Amazon's $9.99."

It's also value mentioning that this "Kindle matching" price formation is based on 32 bestsellers. Kindle Review states, "If that perceptive analysis is right then B&N prices should to be the similar as the Kindle Store -- Given that B&N matches Kindle Store prices on nearly everyone bestsellers. But they are not -- Amazon Kindle prices are lower than B&N prices across the whole store."

Though App Advice wants you to believe this is not a rumor, it should be considered carefully. Remember that Random House, the world's largest publisher by sales quantity, still has not inked a contend with the iPad for fear of an all-out price war, meaning the whole battlefield could change overnight -- especially if this rumor is true.