If publishers utilize iTunes as part of a larger effort to leverage new means of distribution, while simultaneously taking a hard look at operational costs and trimming down, it could work.

If, however, they view iTunes, and iTunes alone, as their silver bullet, long term success is less likely.

Apple is creating a hype again and if publishers are smart enough they do not jump in on it but think about the near future – when there will be more than one decent tablet on the market.

Instead of going for the vendor and device lock-in model publishers should use the capabilities of the web. Instead of building native apps for 1 or 2 devices they should go full on web.

All those upcoming tablets come with modern web browsers that support HTML5 and CSS3. For news and magazine publishers these “new” technologies offer great possibilities to develop outstanding web based applications with a native look and feel and an appealing user experience!

At Widescript.com we are already doing this for the educational market. We’re building a device and app store independent platform for students to study interactive educational content like e-books and articles. Everything is based on web standards and the “web app” looks, feels and acts like a native app. But we, our students, teachers and publisher are in full control of what is going on on that platform. Plus… we are not loosing 30% of our revenue. Instead we can charge our customers a little less and still make more than if we would be selling through the apps store. And let’s not forget as we are building for the web – we’re available on mobile phones and desktop pc’s or laptops as well. Freedom of choice for every user/customer to choose the device he wants to use!

As we are building the educational e-reading platform we are experimenting with more interactive and magazine/paper like features. So if there are any publishers that do not want to get locked-in by Apple but are looking for other ways of getting their content to tablets please get in contact!

I’d also add the specter of DRM raising its ugly head. Dinosaur media will instantly regress to wanting their content “defective by design” – If you’ll remember that was the ONLY reason the big music companies agreed to Apples terms circa ~2002 ( eventually dropped in 2007 ).