I ordered 3 small books on 12/3 and received them on 12/29.
They missed Christmas, so that was really disappointing.
I was very frustrated during the process since the amount of info offered on the site on the status of the order, shipping, and delivery, is far less than other e-commerce sites. I think if Apple is going to provide this service, they should bring up the standard of customer service that you would expect on other sites, include estimated print date, estimated ship date, estimated delivery date, and tracking numbers, as well as an 800 number where you can talk to a human being.
My first order was not during the holidays. I had ordered a hardcover book, and it had come within a week. I was delighted and impressed, but I guess it ultimately set me up for a disappointment!
iBook G4 Mac OS X (10.4.2)