Apple is now allowing Indie Authors to submit their books (in EPUB format) to the iBooks store. They're offering the same deal to authors as they do to app developers - Apple takes a 30% cut and the author gets the rest. That's a pretty sweet deal.
There are some criteria that need to be met before a book will be accepted (needs to be valid EPUB, you need to have an ISBN, etc), but I think that this is great news for Indie Authors.
Here's a link to start the application process: