Apple support, the non-stop innovation machine, is now taking it to the classrooms. Yes, you can download a book to your iPad, but how about streaming a class to your iPad? The Apple service team is now looking to go digital not just with textbooks, but also college classes. Instead of traveling to class, just pop open your iPad and watch streaming video of the professor with associated slideshows and the full class subject and info.
I am all for this. But, it will take some time to get this concept rolling into the real deal. So much investment into textbooks as well as the real estate for actual classrooms have been 
budgeted for. It will take years before grants lapse and new budgets can be accounted for. Plus, universities and professors must form a different way of thinking, educating, and carrying across the message.
In regard to who wins here, everybody does! Students pay less for the download and reduce clutter by not having to worry about storing a textbook around after just needing it for one semester. Apple will of course gain more of the book market share. Publishers are compensated for each digital purchase. Also, more students will sign up for classes online and universities will reduce expenses by not requiring as many onsite professors or classes.