About 6% of textbook sales are forecast to be digital in 2012, up from 3% in 2011, according to MBS Direct Digital. The $14.99 price for a digital copy of a textbook for 1 year announced by Apple is designed to increase sales. Apple's Phil Schiller, senior vice president of worldwide marketing, says there are 1.5 million iPads in use at schools and colleges. Future price reductions on the iPad below the current $499 level would make the device more accessible and affordable for students. Apple iBooks are designed to work only on the iPad. Other device manufacturers are Amazon and Barnes & Noble, and Apple is in third place for digital books according to Forrester Research. Over time digital copies digital textbooks will dominate the market. MJB Direct Digital sees 50% of textbooks being digital by 2020.