So what does this mean for publishers?
The significance of Apple’s 11.14 clause is not what has been included, but rather what has been omitted. Crucially, it no longer includes the stipulation that “the same content [must be] offered in the app using IAP at the same price or less than it is offered outside the app”.
This is big news for publishers. They can now customise their two distinct revenue streams where content can be optimised for each. As an example of these benefits, publishers can now offer internal or external app exclusives, with a pricing plan that takes into account the 30% cut taken by Apple on all in-app purchases, they can also provide a financial incentive to customers shopping through their own portal. This tailored experience means shrewd publishers can maximise digital sales through Apple’s App store and outside of it.
In place of this previous term, Apple have introduced a further concession, which allows publishers to include content that users have purchased outside of the app or the app store. For publications with an already established online community - whose first port of call will remain their website - this change is one of huge significance as they are less likely to be affected by the 30% claimed by Apple for App Store purchases.
“This is great news for publishers, not least because apps on Apple products are seen as premium devices, and therefore ones that publishers would like to be at liberty to charge more for.” Guardian.co.uk
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