Yes it is Apple's fault. Simple as.
There is already a precident set for books & licencing them for sale internationally. Amazon are doing it very successfully.
Licensing books. A different industry, different product, than movies and music, the might not behave the same in terms of ease of acquiring rights. Let's get better comparisons here. How widely is AmazonMP3 available? What I see is US, UK, Germany and France, all for a service that's been available for three years. Amazon video on demand is nearing two years, US only. Kindle International ships to 100 countries, and it's been around for a few months shorter than AmazonMP3. It seems to me that international content deals for books may be a lot easier to make with than music and movies.
So, no, it's not such a simple call. Assigning blame without taking a broader picture isn't useful.