The question here for the publishers is whether or not this will increase their sales, or just move them about. If they have all the subscribers they were goin

The question here for the publishers is whether or not this will increase their sales, or just move them about. If they have all the subscribers they were going to get anyway, AND some new ones thank to Apple, they've made more money and they fact that Apple is taking a cut won't bother them; 70% of more money is a lot better than no more money. It costs them effectively nothing to have more subscribers, so as long as their Apple-based subscribers aren't cannibalising their existing subscriber base, their profits go up.