that depends on the book you choose, the country you live in, how many pages you have - when you start a book the prices for the bookyou choose are displayed
As to comparing to Shutterfly - guees you need to do that for your specific book - in general I suspect Apple is higher
Here is one page of prices for Aperture - http://www.apple.com/aperture/resources/print-products.html - I believe iPhoto is the same -- google is yoru friend
LN