AP’s iPhone App: White Elephant

White Elephant: A possession entailing great expense out of proportion to its usefulness or value to the owner. (Random House Dictionary)

Today, AP debuted its AP Stylebook iPhone app.

According to the press release. “AP Stylebook fans have been asking for a mobile application so they can have style guidance wherever they go. Journalists never know when they will need to run out the door to chase a story, so as long as they have an iPhone in their pockets when they go, the Stylebook can go with them.”

…Which indicates the strategy here: The AP Stylebook iphone app is basically an app as e-book. Which almost explains its exhorbitant price: $28.99.

Yep, that’s right: $28.99 for an iPhone app. Seriously.

Beyond displaying the text of the AP Stylebook 2009, this app adds a little extra functionality: “The 2009 AP Stylebook app features searchable listings for the main, sports, business and punctuation sections, along with the ability to add custom entries and personalized notes on AP listings. Stylebook app users are able to mark any entry as a favorite for easy access.”

…In other words, similar with what you could do with this book on a Kindle. Only AP doesn’t offer a Kindle edition of the Stylebook.

AP does offer online Stylebook subscriptions: $25/year for an individual, with cheaper bulk pricing available for organizations. Which means that the iPhone app is more costly than an online subscription. So why wouldn’t iPhone users buy an online subscription instead and access it through the mobile Safari browser?

Here’s another thing baffles me: Why sell an app that’s basically a standalone e-book? Why not offer a free app with some free content/service that also can allow paying subscribers to log in from their phone and have a mobile-optimized experience? It seems to me that AP is reinventing the wheel with this app, missing obvious opportunities to grow its Stylebook market, and positioning this product poorly through ludicrous pricing.

It gets worse… but it could get better too…

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