Apple

Apple for Indie Authors

If you're just getting started in self-publishing, you've probably heard a lot about Amazon. But the truth is, the publishing world is far bigger than just one platform—and that's where Apple Books comes in. Apple Books is the native reading platform on all iOS devices, including iPhones, iPads, and Macs, and it's available in over 50 countries worldwide. That’s a vast marketplace many authors are missing out on by not publishing wide.

Apple Books boasts an install base of more than 1.8 billion active Apple devices, which means your potential readership is enormous. These are readers who often have disposable income, are used to buying digital products, and value premium experiences—which makes them a great match for quality indie authorship.

Although Apple doesn’t publicly share the number of independent authors publishing directly through their platform, it’s estimated that tens of thousands of indie authors actively list their ebooks and audiobooks on Apple Books. What makes this platform even more compelling is the way it treats indie authors. Unlike some other stores, Apple Books doesn’t privilege traditionally published titles in its rankings or promotions, giving self-published authors a genuine shot at visibility and sales.

So, if you’re looking to build a career in publishing that’s sustainable, diversified, and not reliant on any one store’s rules, Apple Books is a platform you need to seriously consider. Let’s dive into how it all works.



The History of Apple Books

Apple Books didn’t start as the powerful global publishing marketplace it is today. When it first launched in 2010, it was called iBooks, released alongside the first-generation iPad. At that time, Apple wanted to take a bite out of the e-reading market that Amazon’s Kindle had largely cornered.

Initially, iBooks was a closed ecosystem. Authors and publishers needed to work through aggregators or have technical knowledge to access the platform. Over the years, Apple invested heavily in improving the reading experience, introducing features like scrolling view, integrated PDF support, and a beautifully rendered bookshelf interface.

In 2018, Apple rebranded the app from “iBooks” to Apple Books. Alongside the rebrand came a complete redesign of the app itself and the introduction of Apple Books for Authors, a direct publishing portal that allows self-publishers to upload, manage, and track their titles without relying on a third party.

With Apple’s focus on curated, high-quality content, Apple Books quickly gained a reputation as a premium alternative to Kindle. And unlike other platforms that rely heavily on algorithmic rankings, Apple employs human editors who handpick titles to feature—making it possible for lesser-known indie authors to gain prime exposure without gaming the system.

Apple also launched audiobook support, making it easier for authors to sell across multiple formats within the same store. Over time, the platform has evolved into one of the most polished and profitable options for authors who are building careers wide.

How Apple Books Fits into a WIDE Strategy

Building a sustainable author career means spreading your books across as many global storefronts as possible. Apple Books is one of the essential pillars of this wide strategy, especially because of its global reach and loyal user base.

Many authors start out exclusive with Amazon’s Kindle Unlimited, lured in by the potential for easy page reads. But relying solely on one retailer introduces risk—algorithm changes, policy shifts, or account issues can dramatically affect your income. Publishing wide, by contrast, allows you to diversify and grow your readership around the world.

Here’s how Apple Books supports that strategy:

• High Visibility on Premium Devices: Pre-installed on all Apple devices, Apple Books is one of the most accessible platforms for digital reading.

• Global Distribution: Available in over 50 countries, with strong sales in regions like Canada, the UK, Australia, and Western Europe.

• Preorder Flexibility: Schedule launches months in advance, even without a finished manuscript.

• Freedom from Exclusivity: You retain all rights and can publish wherever you like.

• Free First in Series Marketing: Apple often supports free first-in-series promotions that drive full-series sales.

• Direct and Aggregator Access: Upload directly through Apple or distribute via services like Draft2Digital, PublishDrive, and StreetLib.

What Apple Books Offers Indie Authors

Publishing on Apple Books isn’t just about reaching a new audience—it’s about doing it with professionalism and control. The Apple Books for Authors portal gives you direct access to your book’s listing, metadata, sales reports, and pricing options. You can upload your files, set preorders, run discounts, and tailor your pricing per country—all within a single, intuitive dashboard.

Apple doesn’t require DRM, so you have full control over whether you apply digital protection to your files. You can also publish audiobooks using Apple Books’ Partner Portal, giving you the flexibility to expand your catalog in multiple formats.

Perhaps one of the most underappreciated features is the clean interface and branding. Unlike some ebook stores that feel cluttered or cheap, Apple Books presents your title in a visually appealing, uncluttered format. This alone can influence buying decisions, especially for visually-oriented readers.

Add in the fact that Apple provides real-time sales tracking, flexible metadata controls, and no advertising noise, and it becomes clear why many authors consider Apple Books a cornerstone of their wide strategy.

Terms and Conditions, Royalty Structure, and Payment Overview

Apple’s terms are remarkably straightforward, especially compared to other publishing platforms. There are no enrollment hoops, no exclusivity lock-ins, and no surprise deductions from your royalties.

Here’s a breakdown:

• Royalty Rate: You earn 70% royalties on all sales, regardless of price point. There are no pricing thresholds like Amazon’s $2.99–$9.99 sweet spot.

• Pricing Flexibility: Set your price per country and adjust at will.

• No Delivery Fees: Unlike Amazon, which charges based on file size, Apple pays based on price.

• Payment Schedule: Payouts are monthly, typically within 30–45 days of the end of the month. Payments are made via direct deposit.

• Preorders: Easily set a preorder for your book—even if your manuscript isn’t done. You can adjust the release date and content as needed.

• Territory Controls: Choose where your book is available and customize pricing accordingly.

• DRM Optional: You decide whether to use Digital Rights Management protection.

These author-friendly terms help you earn more per sale while maintaining flexibility and control.

One thing to note is Apples payment arrears schedule, which is 45 days. This, combined with their odd calendar, means 45 days after the first Friday of teach month.

Comparison Chart vs Other Self-Publishing Platforms

Apple Books Marketing and How to Use It

One of the standout features of Apple Books is its approach to marketing. Instead of relying solely on algorithms, Apple has a team of curators who handpick titles for features in their store. If your book aligns with a popular trend, holiday theme, or seasonal interest, there’s a real chance it could be selected for extra visibility.

That said, this doesn't happen by chance. There are steps you can take to increase your odds of being featured:

• Preorders: Apple promotes books with preorder activity, especially those that start climbing in sales before release day.

• Free Book Promotions: Especially for series starters. Apple has a well-known strategy of promoting free first-in-series titles to drive sell-through.

• Clean Metadata: Make sure your title, subtitle, categories, and keywords are accurate and professional.

• Aggregators: Use Draft2Digital or PublishDrive to apply for curated placements.

• Custom Links: Promote Apple Books through universal book links that auto-redirect by country/device.

With careful planning and professionalism, it’s entirely possible to grow a loyal Apple readership that rivals your Amazon base.

Pros and Cons of Apple Books

Pros

• 70% royalty across all price points

• Global reach across 50+ countries

• Curated editorial features for indies

• Easy preorders without a completed manuscript

• Professional presentation and intuitive UI

• No exclusivity or lock-in contracts

• Monthly payments without thresholds

Cons

• Publishing portal requires a Mac or workaround

• Slightly delayed reporting compared to Amazon

• Smaller U.S. market share

• Discovery still relies on external promotions unless featured

ScribeCount Integration with Apple Books

If you're managing multiple platforms, ScribeCount becomes your secret weapon. It’s a tool that aggregates sales data from all your wide channels—including Apple Books—into one unified dashboard. No more logging into five sites a day just to see if you made any sales.

With ScribeCount, you can:

• View sales from Apple, Amazon, Kobo, Google, and more in one place

• Track daily, weekly, and monthly earnings

• Break down revenue by book, series, and platform

• Compare preorder performance across storefronts

• Visualize long-term trends and spot seasonal shifts

ScribeCount helps turn your publishing data into real business intelligence—without overwhelming you with complexity. And yes, it includes real-time integration with Apple Books so you’re never in the dark.

However, Apple has some quirks that you will need to be aware of.

The first is their odd calendar. While other platforms utilize a standard Gregorian calendar, Apple uses a business calendar. What that means is that they divide the year into quarters and then make those quarters all the same size. So while January-February-March would appear as having 31 days, 28 days, 31 days to the rest of the world, at Apple they appear as 28, 28, 35. As a result ScribeCount converts your Apple "month" into a regular "month" so it lines up with every other platform. This results in your royalty numbers at Apple's dashboard never matching the numbers you see at ScribeCount. Its a quirk that is unique to Apple, but they seem to have no interest in changing it.

The second is that at Apple the fiscal year starts in October, so Apple's fiscal 2025 started with Q1 in October 2024.

Since they like to use every color in the rainbow in their logo we have opted to use Apple Green to show your Apple sales in the ScribeCount sunburst chart.



Conclusion: Apple Books as a Core Publishing Channel

In the ever-changing world of self-publishing, Apple Books stands out as one of the most stable, profitable, and professional platforms available to indie authors. It offers a generous royalty rate, global reach, and curated discovery—without demanding exclusivity or playing favorites with big publishers.

By making Apple Books a key part of your wide publishing strategy, you’re not just adding another storefront—you’re tapping into a loyal, premium audience that values quality and presentation.

When paired with ScribeCount, Apple Books becomes not just a sales platform but a core part of your publishing business. You get the analytics, visibility, and flexibility you need to grow your readership, launch smarter, and sell more.

If you're just starting out, or even if you're years into your indie career, it's time to stop overlooking Apple. Your next great reader is probably scrolling through the Apple Books store right now.