The author doesn't seem to know what he wants. He complains about ePub using technology that is fourteen years old (which works fine) and then touts a 'no frills PDF' as the solution for a linear fiction novel. A novel doesn't need anything fancier than a 14 year old technology - it's paper version has been using (roughly) the same technology for ~500 years.
He also complains about Apple's App Store and its regional scope and then lump that in with eBooks too. Most ebook sellers don't care where you are buying from, as long as they get paid. I can buy a Kindle book from any Amazon domain and it works on my Kindle fine. Amazon doesn't care about this, Apple is imposing an artificial barrier on his ebooks.
He also complains about Apple's App Store and its regional scope and then lump that in with eBooks too. Most ebook sellers don't care where you are buying from, as long as they get paid. I can buy a Kindle book from any Amazon domain and it works on my Kindle fine. Amazon doesn't care about this, Apple is imposing an artificial barrier on his ebooks.