Apple is continuing its campaign to get its hands on 30 per cent of every penny taken via iOS devices such as the iPad or iPhone, allowing a games publisher to sell pay-monthly subscription services for the first time.
Apple's approach to content on the iOS is undeniably clever: rather than providing any original content of its own - its only self-published gaming title, Texas Hold'em, was recently removed from the App Store - it provides mechanisms for third parties to provide content, from which it takes a cut.
It's something the company has been doing successfully for years: its iTunes Store provided the model, allowing publishers to list songs - and, later, TV programmes and films - that iPod owners could purchase and download.
The company's efforts have accelerated in recent years, however, with Apple enforcing a 30 per cent cut of any in-app purchases made on its iOS platform - even if it's not providing the infrastructure. It's a move that has led to Amazon pulling its Kindle Reader app from the store in favour of a web-based version that circumvents the rules - but not everyone is complaining.
Apple's latest offering, Newsstand, is proving popular, providing a platform for publishers to upload magazine and newspaper content for purchase on iPad and iPhone devices. The concept is nothing new - third-party companies like Zinio and PressReader offer similar functionality - but the 'one-stop-shop' nature has won Newsstand some fans.
Buoyed by success, Apple has revealed plans to take its existing App Store-powered games purchase model to the next level: pay-monthly subscription services.
According to business news site Bloomberg, the first company to take advantage of Apple's apparent relaxing of the rules - which had, previously, disallowed subscription-based access in this manner - will be Big Fish Games, which will offer unlimited access to its entire collection of iPad games for a $6.99 monthly fee.
It's far from a done deal for others, though: while Big Fish Games has seen its application approved, it was reportedly an uphill struggle - and with no official mechanism for offering such services appearing from Apple itself, there's no guarantee that a similar app from another company will be allowed to implement the same charging mechanism.
It's a start, however - and should Big Fish Games prove that the model can be successful, Apple will almost certainly make it an officially available option - if only to ensure it's not left out of the subsequent revenue stream.