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Summary:

Apple’s e-textbook tools and platform announcement wasn’t a huge surprise. But what’s become more clear after hearing Apple’s pitch, which is aimed at K-12 school teachers, school districts, homeschooling parents, publishers and students themselves, is that the future of textbooks isn’t a book at all.

iPad-textbook store1

As we predicted, on Thursday, Apple introduced a new toolset for publishers and authors to create and distribute digital textbooks. That wasn’t too much of a surprise. But what’s become more clear after hearing Apple’s pitch, which is aimed at K-12 school teachers, school districts, homeschooling parents, publishers and students themselves, is that the future of textbooks isn’t a book at all.

Apple has updated the iBooks app, now called iBooks 2, and with that comes a whole new category on the iBookstore for textbooks with material from the big publishers like McGraw-Hill and Pearson, as well as other authors who want to sell their textbooks and learning tools there. And the really killer part of this is the easy publishing tool, iBooks Author, which is free and replicates an iWork experience, like building a presentation in Keynote, into a click-and-drag method of building a textbook. It’s not just for compiling material from scratch though; it’s very clearly tailored for already published material to be imported and easily formatted as an iBook.

But what you make with the authoring tool isn’t really a textbook. It’s an interactive learning experience. You have text, of course, but you can drag in image galleries, embed videos, 3D models, presentations and slideshows. You can touch and swipe and watch instead of just reading and taking notes. (If I was in high school today, I might actually find chemistry class as interesting as history with these very tangible, engaging tools.)

When students are interacting with these books, they can also touch to highlight, look up information, search, take notes in the margins and compile instant flashcards for studying. You can do all that with a physical book, but not with a couple of touches and swipes.

Matt MacInnis, CEO of Inkling, which makes similar digital interactive textbooks, but for the higher education market, says this is the reason his company doesn’t call them textbooks. They use the term “smartbooks.”

The traditional textbook “is going to have to go away,” he said in an interview last week. “The future of publishing is learning software and analytics and feedback and rich technology.”

For a generation of students that grew up using the web and social networks and is addicted to a constant stream of information, the interactive part is what makes learning something that grabs students’ attention. The feedback part is also really important. Apple hits that note with its study guides and review sections at the end of iBooks chapters.  Along with the standard questions, there comes the instant feedback of answers, so the learning process is immediate.

Joining a crowded field

Apple is certainly not the only company working on interactive textbooks or a digital education platform. Kno is one of the largest providers of textbooks for the iPad. Chegg just introduced a really nice e-book reader for a variety of platforms, and Inkling has been making interactive textbooks (and cookbooks) like this for a while — but has a number of books that’s only in the triple digits. What Apple is offering is a platform that lets anyone make these interactive books. There are already 20,000 textbooks on the iBookstore. Adding tools and important partners is guaranteed to increase that number.

So despite not being first, Apple is a force to be reckoned with in whatever industry it directs its focus on. And in this case, I think what they want, rather than disrupt the whole industry a la music and video content, is to be an assistant. The authoring tool, the distribution platform, can help drag the biggest players of a very old-school industry into the present (and hopefully, future).

And more importantly, what Apple is offering is a way to change the conversation about textbooks and bring that dialogue into the mainstream. We don’t know a lot of things yet: how many school districts can afford hundreds or thousands of iPads or how the textbook publishing industry at large will react. But we do know one thing: textbooks don’t have to be physical, expensive, static or boring.

  1. John Cuthbertson Thursday, January 19, 2012

    The reason this won’t work is because of the iPad itself. Hand a kid (or most adults) something that can connect to the web, play games, check email, IM, listen to music, etc and good luck getting them to study. A modified “school-pad” would be needed, and Apple doesn’t allow for modifications.

    That being said, I can’t believe we are not already at the point of electronic books for schools.

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    1. My son, a 4th grader, attends an elementary school in Danville, Ca and the students are issued an iPad loaded with education apps. He has a portal to log into to get assignments and participate in a classroom blog. He takes practice test on an app that keeps his score and registers his work so the teacher can sign his tasks off.

      Basically, the kids walk around from class to class with iPads in hand doing their course work, bring it home and do their homework, submit their quizzes and get ready for the next day.

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    2. I don’t totally disagree, but kids, especially today already have all kinds of ways to distract themselves. Whether its a smartphone game, texting, IM’ing, Facebook’ing, etc. So its the same problem, whether the book is sitting on the floor or its on their iPad. What I see as a bigger problem is for kids who’s parents can’t afford an iPad and those schools that don’t supply them with enrollment. Also the durability aspect. I about choked when I saw that slide. Books are significantly more durable and longer lasting than an iPad. Try having the iPad fall out of your locker or back pack a couple of times.

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      1. You would be surprised how careful these 9 and 10 year olds are with the tech equipment. The school is in their second year, they started with iTouch and upgraded to iPads and no accidents, lost devices or idle meanderings.

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  2. I wonder who is educating the educator to become a content creator without leading/teaching shallow “facts” accumulators. Or what drives learning[1]?

    1. Good or Bad: Surprises Drive Learning in Same Neural Circuits
    http://www.sciencedaily.com/releases/2011/12/111207000755.htm

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  3. The kids (and parents) will adapt, future generations will have less back problems from years of carrying an overstuffed backpack, attention deficit disorder may have to be re-defined. Educational and brain teaser programs will flourish. So, a new equilibrium will be set. Bring it on.

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  4. Brandon Bills Friday, January 20, 2012

    Personally, I cannot use an iPad as a book.

    I’m 21 years old, a senior in college, and although I identify with a generation that is typically associated with an acceptance of technology, I feel that I narrowly missed this boat.

    In my opinion, the iPad is more valuable as an entertainment device than as an education tool. If a generation was raised with this type of tool, I can see how it could be a valuable learning device, but for someone who has been reading non-backlit textbooks, I find it incredibly difficult to focus and read on an iPad.

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  5. This is amazing. I agree that I would have fond many subjects more

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  6. If I had textbooks like this many subjects I hated and avoided would have been much more accessible. I can’t wait to try this out with my own textbooks. The post says that the app is free, but is that free for teachers designing their texts, free for students to downl

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    1. To download, or just free to download the app itself to your device?

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