Last reviewed by Robert Prime — May 2026
Apple Books is the biggest ebook store after Amazon, and for wide authors it's non-negotiable — yet most KDP-only guides ignore it entirely. Here's how to get on it.
Direct vs via aggregator
You have two routes:
- Direct via Apple Books Connect — list yourself, keep 100% of the 70% royalty, control everything. Historically needed a Mac; the web-based tools now make it accessible without one.
- Via Draft2Digital — D2D handles the upload and takes a small cut, but you manage one dashboard for Apple, Kobo, Barnes & Noble and more. Easier if you're going wide everywhere.
For most indies going wide, the aggregator route is the pragmatic choice; direct makes sense if Apple is a major market for you and you want the full royalty.
The royalty advantage
Apple pays a flat 70% at any price. This matters: Amazon drops you to 35% below £1.99 or above £9.99, but Apple pays 70% on a £0.99 book and a £14.99 book alike. For cheap series starters and premium non-fiction, Apple is more generous than KDP.
The pre-order advantage
Apple's pre-order system is genuinely strong: pre-orders accumulate and all count on release day, concentrating your launch into a single ranking spike. Set up pre-orders 2-3 months out as part of your launch plan.
Who Apple Books is essential for
- Anyone going wide rather than KDP Select.
- Authors with strong US, Canadian or Australian readerships (Apple is big in all three).
- Non-fiction and premium titles benefiting from the flat 70%.
If you're in KDP Select, you can't be on Apple Books — exclusivity locks the ebook to Amazon.
Apple-specific tips that lift sales
A few things unique to Apple Books worth doing:
- Use Apple's series grouping — Apple links books in a series cleanly, and series page-throughs are strong on the platform. Set the series metadata correctly.
- Lean into the pre-order window — because Apple counts accumulated pre-orders on release day, a long pre-order period (set up 2-3 months out) concentrates your launch-day rank.
- Price for the flat 70% — since Apple pays 70% even below £1.99, a 99p series starter earns far more per copy on Apple than the 35% it would on Amazon. Factor this into your pricing.
- Format clean EPUB — Apple is stricter on EPUB validation than Amazon. A properly formatted file avoids rejection.
These small platform-native moves are what separate authors who treat Apple as an afterthought from those who earn real income there.
Frequently asked questions
Do I need a Mac to publish on Apple Books?
No longer essential — Apple's web tools and aggregators like Draft2Digital let you publish without one. A Mac helps for direct publishing but isn't required.
What royalty does Apple Books pay?
A flat 70% at any price — no low/high-price penalty band like Amazon's 35% tiers.
Apple Books direct or via Draft2Digital?
Direct keeps the full royalty; D2D is easier if you're managing multiple wide stores. Most indies use D2D for convenience.
Can I be on Apple Books if I'm in KDP Select?
No — KDP Select makes your ebook Amazon-exclusive. Go wide first.
Related guides
- Wide vs Amazon exclusive
- Draft2Digital vs KDP
- Kobo Writing Life
- Google Play Books publishing
- Book launch checklist
External references
- Apple Books for Authors — official publishing portal
- Draft2Digital — wide distribution incl. Apple Books
About this guide
Written by Robert Prime for publishing.co.uk. Last reviewed May 2026.
