Prince Harry is going against his family in yet another attack, notes expert Jennie Bond.
Speaking to BBC Breakfast, Ms Bond said: "After the Queen's death, there were reports that he would be toning things down.
"But from the publicity and the cover, it looks like that is very far from the case."
The cover shows the Duke looking directly into the camera, along with the words "Prince Harry" and "Spare".
"Once it's there, it will be all over social media as well as the 16 countries it is being published in.
"In some countries, the title is even more damning. I think the Spanish title is not Spare, but 'In the Shadows'.
"All through it, it seems to be saying 'I have been marginalised, I have not been allowed to live the life I wanted because of the way I was born'.
"Well, William probably doesn't want to be King either.
"Charles probably didn't want to be King. But you know what, they get on with it."