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So the question is: what is the most popular format of ebooks for mobile phones and tablets?
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The same formats that are most popular for all eReading devices/apps... ePub and MOBI (Amazon). If they're not specialty books (pdf-like fixed-format containing math/scientific formulas, comic books/graphic novels, childrens' picture books, video/audio, etc...) there's usually no reason why an ebook can't be pretty much platform agnostic: meaning it can be used with similar results on almost any platform.
EDIT: If it's your desire to only sell/publish books using the iBooks platform, then I believe Apple's iBook Author app is capable of certain HTML5 stuff.