The Current State of E-Readers | An Author’s Guide (Part V––iPads )

I started off this series by examining the Kindle, and then the NOOK, and then the Samsung Galaxy Tab.  This week, I’m going to take a (quick) look at the whole suite of Apple products that have by and large eroded any hold the dedicated e-reader held over the general reading public.  I’m talking about the computers you carry around in your pockets and backpacks, the mobile forward operating bases and command centers of your life, the little devices that have had a big impact on how we interpret our lives and arrange our days: the iPhone and the iPad.  Apple manufactures laptops, too, though making room for more traditional computers in this conversation might lengthen it to a mere century or two in length.  You might say that I could “talk for hours” about the changing role of the home or personal computer in everyday life.  I’m just going to allude to the fact that you can use an Apple Air or its predecessors to read e-books, using the same apps you might use on your mobile device.

It’s possible. It’s just that a laptop tends to not be the preferred device for most consumers who own more than one kind of Apple device.  And there are a lot of people who own multiple Apple devices.  In 2012, USA Today reported that roughly half of American households had at least one Apple product.  And the numbers didn’t end there; the article also stated that: “Americans don’t stop with just one device. Homes that own least one Apple, own an average of three. Overall, the average household has 1.6 Apple devices, with almost one-quarter planning to buy at least one more in the next year.”  And that was in 2012!  And when it comes to the iPad specifically, there’s even more reason to be hopeful: according to a report from the Stamford Advocate (drawing upon a longer piece for the Business Insider)  that’s so hot off the press it might smudge if you even look at it, Apple Inc just reported its quarterly earnings and the outlook for iPads remains good, despite a slight decline in total global tablet sales.  The Stamford Advocate’s Jay Yarow records Apple’s CEO Tim Cook as saying: “70% of people planning to buy a tablet plan to buy an iPad, per [a] ChangeWave survey.”  Seventy percent!  And that’s on top of the 200+ million units sold prior to 2014.  So, in summary … there are a lot of iPads out there, and there will be plenty more, as Apple continues to dominate the tablet market.

steve jobs with ipad

But what does this mean for you as an indie, hybrid, or self-publishing author?  Do people really use iPads the way they would use dedicated e-readers like Kindles and NOOKs?  As illustrated by this article for PC Magazine, the matter of what constitutes a dedicated e-reader and how it’s different from a tablet like the iPad has grown steadily more confusing.  Everyone more or less admits that they like the look and feel of the dedicated devices (which eschew backlighting, making for a more comfortable experience) but they are more likely to purchase a tablet like the iPad because of its versatility.  An iPad can simply do more, the general opinion runs, even though many devices like the new Kindle have a whole suite of apps a la tablet, and many tablets (including the iPad) have Kindle apps to sync a person’s reading experience via the Cloud.

In theory, it would be entirely possible to own a Kindle, an iPhone, an iPad, and a Macbook laptop, and move seamlessly from one device to another, picking up on one where you left off on the other––including if you happen to be listening to an audiobook version on your iPhone and use the WhisperSync function.  WhisperSync means you no longer have to worry about trying to find your place, even if you’re switching back and forth between reading and listening to a given book.  (Have I mentioned that I “nerd out” over technological innovations like this?  Ones that actually make life easier?  I do.  Often.)

So, yes, people really do use their iPads as their primary reading devices, in part because they’re so easily integrated into a larger “reading experience” as designed and made possible by Apple’s entire product line.  And because the iPad runs on an app-based (or “application-based”) operating system, you as an author need to know how best to make your books discoverable to the average iPad user.  Consider this list by ZDNet of top ebook apps as downloadable through the App Store:

  1. iBooks (Apple’s own signature e-reading app)
  2. Amazon’s Kindle app
  3. Barnes & Noble’s NOOK Library app
  4. The Kobo Books app
  5. The Google Play Books for iPad app
  6. The Bluefire Reader for iPad app

… and it’s worth noting, before even discussing the pros and cons of each app, that all of these apps are downloadable for free through the App Store, even if the content for them must be subscribed to, purchased, or loaned (in the case of both Bluefire and the Overdrive Media Console app, which are favorites of many public libraries which offer downloadable ebooks in addition to their physical lending collections).  Books with half a century under their belts are (for the most part) available under Public Domain, and many of these classics are available for free in a variety of formats.

Now, don’t get me wrong, but even while all of this is great news for readers, it doesn’t necessarily make for light work for you, the indie author.  Why?  Because, with so many reading app options easily available on the iPad, the chances of readers discovering your work diminishes with every app your book is not available through.  Not to mention, you probably want to make a profit, so a library’s free ebook loaning system doesn’t benefit your bottom line at all––unless readers run out of time and end up purchasing a copy in order to finish (which does, on occasion, happen).  In summary, it’s a good idea to cover all of your bases and not just the “big three” of ebook sales (Amazon, Apple, and B&N).  Google Play has been on the uptick ever since its creation as the primary sales conduit to devices running Android operating systems, but now it’s emerging as a contender for iPad owners as well, after the development of an attractive and intuitive app for iPads.  The Kobo Books app and the Adobe Reader app should also be kept in mind––many readers enjoy the streamlined experience of opening .PDF files with the Adobe Reader app, so you should not rule out offering a .PDF download of your book through some online retailer or your own personal website.  Basically, the more places a reader is likely to see your book, coupled with more ways and editions and formats in which it can be downloaded, the more likely that reader is to spend hard-earned currency on purchasing your book.  Balancing expense (of time, energy, and money) against discoverability is, perhaps, one of the trickiest of self-marketing arts that you must master––but you’re not alone.  We’re here to help, and to be a sounding board for your own strategic plan!

Thank you for reading!  If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at  And remember to check back each Wednesday for your weekly dose of marketing musings from one indie, hybrid, and self-published author to another. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog,