(BQ) Part 2 book "Microeconomics with calculus" has contents: Monopoly and monopsony, pricing and advertising, game theory, factor markets, uncertainty, externalities and public goods, information, contract theory,.and other contents. | Monopoly and Monopsony Monopoly: one parrot. Apple started selling the iPad on April 3, 2010. The iPad was not the first tablet. Indeed, it wasn’t Apple’s first tablet: Apple sold another tablet, the Newton, from 1993–1998. But the iPad was the most elegant one, and the first one that many consumers wanted to own. Users interact with the iPad using Apple’s multi-touch, finger-sensitive touchscreen (rather than a pressure-triggered stylus that most previous tablets used) and a virtual onscreen keyboard (rather than a physical one). Most importantly, the iPad offers an intuitive interface and is well integrated with Apple’s iTunes music, eBooks, and various application programs. People loved the original iPad. Even at $499 for the basic model, Apple had a virtual monopoly on high-end tablets in its first year. According to the research firm IDC, in 2010, Apple’s market share of all tablets was 87%. Moreover, the other tablets available in 2010 were not viewed by most consumers as close substitutes. Apple reported that it sold 25 million iPads worldwide in its first full year, 2010–2011. Within a year of iPad’s introduction, over a hundred iPad wanna-be tablets were launched. To maintain its dominance, Apple replaced the original iPad with the feature-rich iPad 2 in 2011, added the enhanced iPad 3 in 2012, and cut the price of the iPad 2 by $100 in 2012. Industry experts believe that Apple can produce tablets at far lower cost than most if not all of its competitors. Apple has formed strategic partnerships with other companies to buy large supplies of components, securing a lower price from suppliers than its competitors. Using its own patents, Apple avoids paying as many licensing fees as do other firms. Copycat competitors with 10-inch screens have gained some market share from Apple. More basic tablets with smaller 7-inch screens that are little more than e-readers have sold a substantial number of units, so that the iPad’s share of the .
