From the launch of the App Store in 2008, iOS developers have given Apple 30 percent of an app's revenue, the Financial Times has reported that Apple has reduced its cut for media companies including Spotify, Netflix and Time Inc.

With Apple set to launch its streaming media service today and the company facing increased competition from Android for developers eyeball, the company may annoucne an extension of the policy at this week's WWDC developer conference.

Apple says it paid out more than $10 billion to developers last year, meaning its income from operating the store was around $4 billion, prompting some developers to call for change. AnyList co-founder and former Apple software developer Jeff Hunter, for example, wrote an open letter to Apple CEO Tim Cook suggesting that the company could change to a tiered system that scaled up Apple's cut of an app's sales as it makes more money.

This wouldn't be the first time that the company gave some firms a better deal on splitting revenue. Re/code reported earlier this year that Apple takes only a 15 percent cut from subscriptions sold through its Apple TV set-top box.

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