Just a head's up - Apple lists your name as the publisher unless you do a little dance with them. While this isn't a problem for some people, this could be a deal killer for others.
This is what I was talking about when I mentioned the issue with the pen names. Google does the same. At the Google bookstore, one can use a mix of initials and last name. We could also get a LLC like many authors do.
Nope, Google allows you to use a publishing name. The front facing info doesn't have to match the payment info. Apple is not the same. Apple use the payment account for front facing stuff. It's not just about having an LLC either, it's how the accounts are established. You can contact them, but it takes some serious song and dance.
On Apple, the publisher name and seller name are two different fields. When publishing through iTunes Producer, it's possible to change the publisher name for each book but the seller name is tied to your account. Both names show in the store.
I changed my seller name by submitting DBA (doing business as/assumed business name) documentation to Apple. If I remember correctly, there is link through the help pages to submit DBA documents and request the change to the seller name. Setting up a DBA is not as complicated, or as expensive, as setting up an LLC. At least that's the case where I live. This may not be the case for everyone. I know the process varies by location.
