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This is the cover of the first The Daily.
Since launching iTunes, Apple has stuck with the "newsstand model" where users bought single issues of published fare, like magazines and newspapers.
Earlier this month, while launching The Daily -- an iPad-only publication -- speakers hinted that Apple may move to this new model.
If a user subscribes via iTunes, then Apple gets 30 percent of the revenue. If users go through the publishers' sites, then Apple gets nothing.
Apple Chief Executive Steve Jobs, ostensibly on medical leave, had this to say via a release:
"Our philosophy is simple - when Apple brings a new subscriber to the app, Apple earns a 30 percent share; when the publisher brings an existing or new subscriber to the app, the publisher keeps 100 percent and Apple earns nothing."