Earlier this year, Apple changed its policies to require all iOS apps offering subscription services to share 30 percent of that revenue with Apple. The response has been a revolt. Companies like Walmart and Amazon are building HTML5 Web apps that are optimized to work on the iPhone and the iPad instead of offering their wares through a native iOS apps.
A side benefit for consumers and app developers is that these apps will also work on other devices—desktops, laptops, and competing smartphones and tablets. Time will tell what impact this change will have on Apple’s success as a company.