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Monday, March 08, 2010, 06:40 am PT (09:40 am ET)

iPad ad shows book prices from $8 to $15, Steve Jobs at Oscars

Apple co-founder Steve Jobs was in attendance at the Oscars Sunday night, and during the telecast the first iPad ad revealed, upon closer look, prices for some titles in the new iBookstore.

The 30-second advertisement, which premiered Sunday night, quickly flashed through a number of the iPad's features. The commercial included numerous glimpses of the iBookstore, where upon closer inspection book prices ranging from $7.99 to $14.99 could be seen.

The commercial showed Sen. Edward Kennedy's "True Compass: A Memoir" for $14.99, the novel "I, Alex Cross" by James Patterson for $12.99, and "Three Cups of Tea: One Man's Journey to Change the World... One Child at a Time" by Greg Mortenson and David Oliver Relin for $7.99.

For comparison, "True Compass" currently sells for $19.25 for the Amazon Kindle, "I, Alex Cross" costs $9.99, and "Three Cups of Tea" costs $7.19.

The iBookstore, part of the iBooks application available for the iPad, represents Apple's entrance into the e-book market. Since the iPad was announced, publishers have used their price negotiations with Apple to leverage Amazon into accepting higher prices for hardcover bestsellers on the Kindle e-reader. While Kindle bestsellers previously have sold for $9.99, Apple's deal reportedly sets them slightly higher, between $12.99 and $14.99.

Though Amazon initially resisted, the book seller was forced to reluctantly agree to the higher prices, which are expected to debut when the iPad launches. Apple announced last week that the iPad will go on sale April 3, and pre-orders begin March 12.

The new advertisement can be seen at Apple's Web site.

iPad iBookstore


Spotted in-person at the Academy Awards Sunday was Jobs, who donned a tuxedo on the red carpet in Hollywood.

As Disney's largest shareholder and former owner of movie studio Pixar, Jobs had a great deal of interest in last night's proceedings, as the movie "Up" was nominated for a number of awards, including Best Picture. The film took home two Oscars, winning Best Animated Feature and Best Original Score. Jobs sold Pixar to Disney in 2006.

When asked why he was in attendance, Jobs reportedly said "I'm here to see 'Up' win."

Jon M. Chu, director of The Legion of Extraordinary Dancers, who performed at Sunday's show, snapped this picture of himself and Jobs at the event:

Jobs Oscars