Typically, Apple takes 30% of revenue earned from subscriptions or sales made via its App Stores. However, it appears to have made an exception for the Apple TV, charging half as much.
But Apple didn’t extend its 30 percent policy to developers on its Apple TV platform. While Apple and its partners have never talked about it publicly, my understanding is that a handful of video services, including Netflix, Hulu Plus and pro-baseball’s MLB.TV, give Apple 15 percent of their monthly fees for any subscriber who signs up on Apple TV.
Executives say that signups from the Apple TV have been insignificant and that may be why Apple is doing what it can to encourage them. Lower subscription fees may also be enticing for content providers like HBO who have to pay around 50% to cable television providers.
It's widely rumored that Apple is planning to unveil a new Apple TV device and offer a 'skinny' bundle of channels for around $20-$35/month. The new device is also said to feature Siri integration and an App Store.
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