http://www.amazon.com/Kobo-Inc-eBooks/dp/B004SIEZ8I/ref=sr_1...
What would be Apple's punishment? A fine? That's hardly going to deter the world's most valuable company. What they did hurt their competitors. The punishment is that they now have to help their competitors regain what they lost. This is not unprecedented by any means. In the two cases where Microsoft was deemed to have an illegal monopoly, they had to give their competitors access to their proprietary APIs (US v Microsoft, a gift to Apple and Linux vendors) and include downloads to competing browsers (EU vs Microsoft, a gift to Google, Mozilla, and Opera).
I think the record companies (et al) might want the ability to raise Apple's prices without the governement ok-ing it so that item maybe could be modified with their input.
I think the Amazon gift is silly. You say "What they did hurt their competitors." but that's not what Apple is accused of. Apple is accused of hurting consumers while Amazon profits actually increased. You bring up Microsoft but Apple does not have a monopoly on ebooks like Microsoft did in browsers. Not even remotely. They aren't even the largest competitor. By a mile.
Again, having a monopoly isn't illegal. Abusing a monopoly to force unfair competition in a new market is illegal. Apple isn't taking the hit because they're dominant in ebooks, but because they're not playing fair with ebooks when it comes to the mobile device market where they are a strong player.