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Actually self publishing to the iBooks store still requires an ISBN number. Not that it is a difficult thing to obtain it's still the price of admission. Cover art is also another 'essential' for iBooks publication, at least if you want to get noticed. I agree the fact that Apple has made epub seamless now in Pages is a major step. I had spent days working with open source software only to end up with unusable product. Kudos to Apple again for making it easy.
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