Books and Olive Oil: Why Antitrust Must Deal with Consolidated Corporate Power

57 Pages Posted: 8 May 2018

See all articles by Carl T. Bogus

Carl T. Bogus

Roger Williams University School of Law

Date Written: May 7, 2018


Following an epic battle in the marketplace between Apple Inc. and major book publishers, on one side, and Amazon, on the other side, the U.S. Department of Justice and thirty-three states filed an antitrust lawsuit against Apple and the publishers, alleging that they had conspired to fix the prices of ebooks. Both the district court and a divided panel of the U.S. Court of Appeals for the Second Circuit decided the case in the governments’ favor. This article argues that government regulators and the courts took the wrong side in the dispute, and did so because of fundamental flaws in current antitrust policy. Following the standard approach, regulators and the courts ignored unique aspects of the industry and treated books just as they would have treated cans of olive oil. Focusing exclusively on consumer welfare – that is, consumer prices and total industry output – regulators and the courts ignored critical social, cultural, and political ramifications of the dispute. Moreover, the widely accepted view that business firms are rational profit maximizers led regulators and the courts into making serious factual misjudgments. While there are many calls for antitrust reform, most are limited to calls for more rigorous application of existing doctrine. This case study demonstrates why that is inadequate and a paradigm shift in antitrust policy is required.

Keywords: antitrust, corporations, big business, Louis D. Brandeis, Sherman Act, Chicago School, law-and-economics, Amazon, Apple, ebooks, U.S. v. Apple

Suggested Citation

Bogus, Carl T., Books and Olive Oil: Why Antitrust Must Deal with Consolidated Corporate Power (May 7, 2018). University of Michigan Journal of Law Reform, Forthcoming, Roger Williams Univ. Legal Studies Paper No. 180, Available at SSRN:

Carl T. Bogus (Contact Author)

Roger Williams University School of Law ( email )

10 Metacom Avenue
Bristol, RI 02809
United States

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