The iPad can recreate the reality of the print experience, but comes with "a velvet shackle" for publishers, Juan Senor, co-author of the Innovations in Magazines 2010 World Report, told the conference.
Speaking at the opening session, Senor introduced the underlying theme of inspiration and innovation in magazine publishing today.
He admitted the iPad was a "fascinating and revolutionary product" but warned the way it is approaching publishers in these embyronic days should sound alarm bells.
"Apple will keep pricing control and consumer data, which is the basis of marketing," he said.
He told publishers to negotiate strongly with Apple to make expanding onto the iPad platform viable.
He noted that when attending the launch of the iPad in America earlier this month, senior Apple executives had made no qualms about perceiving their primary revenue streams as "services and software", adding: "They intend to make it off our backs."
"The last time someone took a bite out of an apple impulsively was Eve, and we are still living with the consequences of that, " he said. "Beware of biting an Apple without having the strength to negotiate with them."
Senor, managing partner at Innovation International Media Consulting Group, went on to state the contentious view that now, more than ever, brand is not as important as product.
He told the room of more than 450 media executives "we should not waste a good recession".
More from the PPA Conference
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GNM leader charts the erosion of magazines
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