Instead, at the other end of the decade, ebook sales seem to have stabilized at around 20 percent of total book sales, with print sales making up the remaining 80 percent. Analysts confidently predicted that millennials would embrace ebooks with open arms and abandon print books, that ebook sales would keep rising to take up more and more market share, that the price of ebooks would continue to fall, and that publishing would be forever changed. They appeared poised to disrupt the publishing industry on a fundamental level. By 2010, it was clear that ebooks weren’t just a passing fad, but were here to stay. The Amazon Kindle, which was introduced in 2007, effectively mainstreamed ebooks. At the beginning of the 2010s, the world seemed to be poised for an ebook revolution.
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