Apple Books is the second largest ebook retailer by revenue globally — and almost entirely underserved by KDP Select authors who have opted into Amazon exclusivity. Wide distribution authors who ignore Apple are leaving a significant audience unreached.
2nd largest
ebook retailer globally
70%
author royalty rate
Mac required
for direct submission
1+ billion Apple devices globally mean a massive potential reader base — iOS users skew toward higher spending on digital content.
Direct Apple Books For Authors submission requires a Mac with iTunes Producer software — authors without Macs use aggregators (Draft2Digital, Smashwords, IngramSpark).
70% on all books regardless of price — no minimum price restriction like Amazon's 35/70 split. Lower-priced books earn more on Apple than on Amazon.
Apple Books requires properly formatted EPUB files — the same EPUB standard Kobo and most other platforms use. Apple's validator is strict.
Authors can submit for Apple's promotional features (featured collections, genre spotlights) — editorial team reviews submissions 4–8 weeks before launch.
Apple Books requires no exclusivity — you can be on Amazon, Kobo, and Apple simultaneously without restriction.
| Factor | Apple Books | Amazon KDP |
|---|---|---|
| Market size | 2nd globally (strong US/UK/AU) | 1st globally |
| Royalty | 70% all prices | 70% ($2.99–$9.99), 35% outside |
| Platform access | Via Mac or aggregator | Web browser, any device |
| Subscription program | None | Kindle Unlimited |
| Exclusivity | None | KDP Select = 90-day exclusive |
| Discovery | Editorial curation, Apple algorithm | Amazon algorithm, ads |
Apple Books readers discover books through editorial features and reviews. Build your review count on launch day to signal quality across every platform.
Direct submission to Apple Books For Authors requires a Mac running iTunes Producer software. Authors without a Mac use aggregators like Draft2Digital, Smashwords, or IngramSpark, which distribute to Apple Books on your behalf. Aggregators typically take a small percentage of royalties in exchange for platform access.
Apple Books pays a flat 70% royalty on all books regardless of price. Unlike Amazon KDP, there is no minimum price threshold to qualify for the 70% rate — Apple Books pays 70% whether your book is priced at $0.99 or $14.99.
Apple Books requires properly formatted EPUB files that conform to EPUB 3 standards. Files should include a valid table of contents, correct metadata, and embedded fonts if custom typography is used. Apple is stricter about EPUB validity than some other platforms — files that pass Kobo's validator may still fail Apple's. Tools like Vellum and Atticus produce Apple-compatible EPUBs by default.
Apple Books uses a combination of editorial curation and algorithmic discovery. The editorial team selects books for featured collections and genre spotlights — these are high-visibility placements that can significantly boost sales. Algorithmic discovery is driven by purchase history and browsing behavior of Apple's iOS users. Strong metadata, category selection, and review count all influence algorithmic placement.
Apple Books For Authors has a pitch submission system where you can submit upcoming titles for editorial consideration. Submissions are typically made 4–8 weeks before publication. Apple's editorial team reviews pitches and selects titles for featured collections, genre spotlights, and promotional deals. A professional cover, strong description, and review history improve your chances.
Yes — even small authors benefit from Apple Books as part of a wide distribution strategy. The 70% royalty on all prices is better than Amazon's 35% on low-priced books. The iOS reader base skews toward higher digital spending. And being present on Apple Books means you're reachable to the significant portion of readers who browse Apple's editorial features rather than Amazon. The cost of being on Apple Books via an aggregator is minimal.
