It is interesting the number of arguments around the lock-in factor and how it is great for Apple at the expense of everybody else. The fact is that the format underneath should be ePub3 with extras. ePub3 (with various extras) is and be available on various platforms.
For a traditional publisher to switch to a digital/interactive workflow is a lot of hard-core changes. Target platform and the part of the workflow Apple has has announced is - probably - not that big. They will have a lot more issues around decided the type of content to migrate, kinds of assets/widgets to use, information design of an interactive eBook, firing the track driver company, etc.
If somebody later provides a good alternative technological solution, the change required would be on the last 20% of the production pipeline. And several companies tried to provide a solution earlier, they just did not catch on because they did not have enough of a pieces to make it compelling (enTourage eDGe anyone?).
Of course, in a meanwhile, Apple will massively benefit from the early bird factor and may create de-facto lock-in by just being the first to actually offer a good solution (which includes democratization of the publishing tools by making the Author application free). This was the payoff of all the costs that went into making iPhone, the developers went to it, therefore the iPad already had huge momentum behind it from day one. Now Author builds on iPad's momentum.
But that's different from a real lock-in, such as Windows (temporarily) not sharing the details on how to make a browser to be default and making IE browser a default for all web-related stuff. Or the lock-in of the secure boot.
For a traditional publisher to switch to a digital/interactive workflow is a lot of hard-core changes. Target platform and the part of the workflow Apple has has announced is - probably - not that big. They will have a lot more issues around decided the type of content to migrate, kinds of assets/widgets to use, information design of an interactive eBook, firing the track driver company, etc.
If somebody later provides a good alternative technological solution, the change required would be on the last 20% of the production pipeline. And several companies tried to provide a solution earlier, they just did not catch on because they did not have enough of a pieces to make it compelling (enTourage eDGe anyone?).
Of course, in a meanwhile, Apple will massively benefit from the early bird factor and may create de-facto lock-in by just being the first to actually offer a good solution (which includes democratization of the publishing tools by making the Author application free). This was the payoff of all the costs that went into making iPhone, the developers went to it, therefore the iPad already had huge momentum behind it from day one. Now Author builds on iPad's momentum.
But that's different from a real lock-in, such as Windows (temporarily) not sharing the details on how to make a browser to be default and making IE browser a default for all web-related stuff. Or the lock-in of the secure boot.