Here’s the short answer, which I’ve cobbled together by talking to
industry sources: Apple has already signed many publishers to
deals where they’ll get 50 percent of the revenue Apple generates
through subscriptions to its news service, which is currently
called Texture and will be relaunched as a premium version of
Apple News this spring.
And some publishers are happy to do it, because they think Apple
will sign up many millions of people to the new service. And
they’d rather have a smaller percentage of a bigger number than a
bigger chunk of a smaller number.
In the words of a publishing executive who is optimistic about
Apple’s plans: “It’s the absolute dollars paid out that matters,
not the percentage.”