You can open iBooks, or open the store for that product, but not open a book directly.
If you want to open iBooks:
NSString *stringURL = @"ibooks://";
NSURL *url = [NSURL URLWithString:stringURL];
[[UIApplication sharedApplication] openURL:url];
UPDATE 2019: You can open iBooks to a specific book now by including the assetid of the book you want to open. Example:
ibooks://assetid/1396541327
Details available on the Apple.com website - https://support.apple.com/en-us/HT202929