Apple is reportedly preparing to change the percentage it takes from media sales made through the App Stores.

Apple is reportedly in discussion with media companies about a potential reduction in the percentage Apple takes from the sale of apps, subscriptions, and in-app purchases transacted on the App Store. Currently, all apps and all digital transactions work under the same "agency model" — developers set the price and Apple takes 30% off the top. It's the "all apps" part that might be changing. The Financial Times reports:

The iPhone maker is discussing new commercial terms with media companies, people familiar with the matter said, to change the 70/30 "Apple tax" pioneered by Steve Jobs when its late founder launched the iTunes music store in 2003.

Some content providers see this as too high a price to pay, and so don't offer to sell things like subscriptions through the App Store, electing instead to direct customers to their own sites. Others, wishing to offer customers the ability to subscribe through iTunes, choose instead to raise their prices. For instance, music service Rdio offers its Unlimited subscription as an in-app purchase of $12.99 per month, while the normal price is $9.99.

It's possible that Apple is already experimenting with a new model. Previous reports indicate that Apple is taking a 15% cut of subscriptions from apps on the Apple TV.

Source: Financial Times