Apple Books is the #2 ebook retailer globally — and its readers spend 2x more per book than the average. If you're publishing wide, leaving Apple Books out is leaving real money on the table.
Most self-published authors default to Amazon KDP and stop there. That's understandable — Amazon has the largest single-platform reader base. But Apple Books represents approximately 13% of the global ebook market, and its readers skew toward higher-income demographics who pay full price for books.
Apple readers spend roughly 2× more per book than the average ebook consumer. They are less likely to hunt for free promotions and more likely to pay $6.99–$9.99 for a novel they want to read. For authors with strong backlist pricing or premium-priced nonfiction, this matters significantly.
Apple Books is also the dominant ebook platform on all Apple devices — iPhones, iPads, and Macs come with Apple Books pre-installed. There are over 2 billion active Apple devices worldwide. Even a fraction of that addressable market is enormous.
Getting your book onto Apple Books takes 30–60 minutes of setup and 24–72 hours of Apple review time. Here is the complete process.
You need an Apple ID to access any Apple publishing tools. Use a permanent email address — this will be tied to your publishing account.
Publish directly via Apple Books for Authors (formerly iTunes Connect), or use a distributor: Draft2Digital, PublishDrive, or Smashwords. Direct gives slightly better royalties; distributors are easier if you manage multiple platforms.
Apple Books requires wide distribution. If your ebook is currently enrolled in KDP Select (Amazon exclusive), you cannot publish it on Apple Books. Wait for your 90-day KDP Select term to expire and opt out before proceeding.
Apple Books accepts EPUB format. Use a tool like Vellum (Mac), Sigil, or Draft2Digital's free formatter to create a clean EPUB. Apple has stricter formatting requirements than KDP — test your file with Apple's EPUB Validator before submission.
Apple requires price parity with Amazon if you sell on both. You cannot price lower on Amazon and higher on Apple. The sweet spot for Apple readers is $4.99–$9.99 — Apple readers consistently spend more per book than the platform average.
Apple reviews all submissions before they go live. Expect 24–72 hours for initial publication. If your book is rejected, you will receive notes from Apple's review team — address them and resubmit.
Apple Books has editorial curators who feature books in their store. Submit your book via the 'Promote on Apple Books' form in Apple Books for Authors. Include a one-paragraph pitch, your genre, and your publishing date. Editorial featuring can dramatically increase visibility.
Apple Books has its own review system — separate from Amazon. To build reviews on Apple, send ARCs to readers who use Apple devices. iWrity readers can indicate their preferred reading platform — targeting Apple ecosystem readers gets your reviews posted where they count.
Apple Books has a dedicated editorial team that curates featured books across genres. Being featured in the Apple Books store front page or a genre section can generate thousands of downloads in a week. Submit your book via the promotion form in Apple Books for Authors at least 4–6 weeks before your launch date.
Apple curators look for: strong cover design that works at thumbnail size, a compelling description, a clean EPUB with professional formatting, and ideally some existing reviews that validate reader interest. This is where pre-launch ARC reviews become especially valuable.
Apple Search Ads (searchads.apple.com) now includes a Books category. You can bid on search terms within the Apple Books store, targeting readers searching for specific genres or comparable authors. The bidding system is similar to Amazon Sponsored Products — cost-per-tap, budget-capped campaigns.
Apple Search Ads for Books is less competitive than Amazon Ads and often delivers lower cost-per-acquisition. It's especially effective if your book fits genres that Apple editorially highlights (literary fiction, personal development, health).
Apple Books reviews are separate from Amazon — a 100-review Amazon book has zero reviews on Apple Books unless readers specifically left them there. Building Apple Books reviews requires targeting readers who use Apple devices and who will leave reviews in the Apple ecosystem.
When you use iWrity to send ARCs, you can reach readers who prefer the Apple ecosystem and who can leave reviews on Apple Books directly. This is how you build the cross-platform review presence that supports wide distribution strategy.
Apple's terms require that your book is not priced lower on any other platform than it is on Apple Books. If you run a $0.99 promo on Amazon, Apple may pull your book from their store or enforce price matching. Always set promotions as temporary and make sure your base price matches across platforms.
Apple Books has its own review system — and Apple readers check it before buying. iWrity connects you with ARC readers who use Apple devices and can leave verified reviews directly on Apple Books, helping you build credibility on every platform you distribute to.
