The decision to make iBooks a staple app within iOS 8 and OS X Yosemite has seemingly paid off significantly for Apple.
The company says it has drawn an average of around 1 million new customers a week to iBooks since the launch of the new mobile and desktop operating systems.
Speaking at the Digital Book World conference in New York (via Gigaom), Apple iBooks program director Keith Moerer, said the larger-screened iPhone 6 and iPhone 6 Plus is also having an impact on ebook adoption.
“We are seeing more of our book sales starting to come from the phone,” he told the conference.
Apple has long-thought to be a distant second to Amazon in the ebook stakes, but these latest figures suggest the company may be performing better than expected within the space.
When asked how Apple could be getting a leg up on the competition, Moerer said it well positioned with movie tie-ins thanks to the hook up with iTunes.
He added: “We’re able to do a lot to promote movie tie-ins before theatrical release, during the theatrical window, and when the movies come out on iTunes, typically about 90 days after the release.”
He also added Apple has worked hard “over the last 18 months to focus more on genre fiction…romance, mysteries and thrillers, and sci-fi and fantasy.”
Read more: iOS 8 tips, tricks and secrets
Have you started to download more iBooks since you got an iPhone 6 or are you simply using your Kindle app more? Let us know your thoughts below.