The Financial Times is bypassing iTunes with the launch of its new iPad and iPhone application.
The pink paper said readers should switch immediately to the browser application. There is also a version for Samsung's Galaxy. Other devices will get support shortly and can already use the paper's mobile web page.
Regulators in the US and Europe are also looking at Apple's hold over online subscriptions.
Apple requires that iTunes offers the best deals for subscriptions sold and a 30 per cent revenue share. It also makes the handing over of ID information an "option" for subscribers, meaning publishers face being cut-off from knowing who their readers actually are. Not much use for tailoring your publication to readers.
While there has been much grumbling about the restrictions, but generally publishers have chosen to show their usual background and do not very much.
The "take it or leave it" deal was announced with the launch of News Corp's The Daily which has since taken the world by storm. ®