Question- Has anyone published an eBook or iBook?

Self-publishing seems to be a logical move considering how the markets are evolving. I'm working on an iBook now, using Apple's free iBook Author, but I wondered if anyone was working on their own? In particular, what software tools were they using? Wordpress is my preferred Website tool as SEO is a no-brainer. Flash driven site don't SEO well AND are not supported by most 'Smart Devices'. I guess the question becomes- Are you trying to sell to the masses or to a small vertical market? Any other thoughts on the subject?

I published an e-book novel. I ended up using Microsoft Word (all text).