Apple is intensifying its strategy to broaden the reach of its News app, establishing itself as an increasingly influential force in driving revenue across the publishing sector. The tech giant’s platform, which currently serves approximately 125 million monthly users across the US, Canada, UK and Australia, is exploring opportunities for geographical expansion.
The organisation’s plans include strengthening its localised news coverage in the UK whilst introducing its puzzles section, a feature presently exclusive to North American markets. These developments align with Apple’s broader mission to enhance advertising effectiveness and solidify its position as a vital revenue stream for publishers.
The News app, which launched nearly a decade ago, represents a modest yet significant component of Apple’s flourishing services division, alongside Apple TV+ and Apple Pay, collectively generating annual revenues of £96 billion. Despite not producing original journalism, the platform wields substantial influence over daily news consumption patterns in major Western nations.
David Higgerson, chief digital publisher at Reach, the UK’s largest regional newspaper proprietor, emphasises the platform’s significance: “From a brand awareness perspective, it’s absolutely crucial. Our presence there is non-negotiable. It serves as the gateway to every iPhone user’s news consumption.”
The service’s success has sparked intense debate within media circles, dividing those who welcome the extensive global audience reach and others who perceive it as diverting readers and revenue from their proprietary platforms. Publishers can retain complete advertising revenue from self-sold advertisements or receive 70% from Apple-managed sales.
Certain publishers express concerns regarding advertising revenue generation, citing Apple’s stringent data protection protocols as a hindrance to effective reader targeting. The platform’s revenue-sharing model for Apple News+ operates based on article engagement time, presenting both opportunities and challenges for participating media organisations.
The platform’s editorial team, comprising approximately 100 editors across London, New York, Sydney and California, employs a combination of human curation and automation to determine content promotion. Their selection process prioritises straightforward news reporting, exclusives, and original content, while maintaining a commitment to diverse publisher representation.
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