In keeping with Steve Jobs' vision of transforming education, Apple has expanded its iTunes U so that professors can offer entire courses, not just lectures. So far, though, colleges and universities are not rushing to drop the platforms they use for online learning and adopt the new application from the technology heavyweight. Apple bills the expanded iTunes U as "an entire course in one app," with the capacity to accommodate lectures, assignments, books, quizzes and syllabuses. Although the application is free, the courses can be accessed only on an iPad, iPhone or iPod touch, which are Apple products whose prices may be unaffordable for college students with limited financial resources. At any rate, Apple appears to be gearing its educational technology efforts more to K-12 schools than colleges at the moment. Besides expanding what can be done on iTunes U, the company also has opened the platform to elementary and secondary schools for the first time. The announcement was coupled with another about making available e-textbooks, with video illustrating lessons, for an initial price of $14.99. Apple's initial targets in electronic publishing are the K-12 schools, a larger market with a potentially higher volume of sales. The texts could be integrated into iTunes U courses.