"The iPad represents the first real opportunity to create a paid distribution model that will be attractive to consumers. The psychology of payment on tablets is different to the psychology on a PC," said Penguin Books CEO John Makinson at the FT's Digital Media & Broadcasting Conference, which took place in London this week.
As well as a number of children's titles, the publisher also demoed a version of Dorling Kindersley Eyewitness travel guides on Apple's Slate PC, which is expected to be made available in the UK next month.
Penguin is working on eBooks for Apple's iPad
The travel guides include functions such as the ability to create itineraries for your trip and GPS maps.
Makinson said that 'books' were being redefined and will offer readers "interactive learning experiences".
Penguin expects eBooks to make up 10 percent of its sales next year, compared to the current four percent.
However, until sales rise, Makinson said the company would be "creating a lot of our content as applications, for sale on app stores and HTML, rather than in eBooks".
Makinson's comments come as the publisher launched its first 'Digi-Novel'.
Dark Origins by Anthony E Zuiker is part of the Level 26 serial-killer thriller series of books and will be accompanied by a website featuring exclusive content.
Penguin says that during the book, readers are directed to the website and required to enter codes that unlock 'cyber-bridges' - such as videos that put the reader "inside the minds of a twisted torture-murderer and the man sent to take him down".
The publisher said the exclusive content was designed to enrich the reader's experience, but is not essential to read and enjoy the story.