Apple's intent is to give the end user a better experience, and yes a lot of newspaper websites are just a bad experience with intrusive ads all over the place (this is before we talk about the user tracking cookies). They may well be discouraging the end users but the New York Times appears to have left the Apple News+ orbit because the revenue share isn't worth it. That is entirely in Apple's purview.
If Apple passed on more money to the news companies they might look on Apple News with more interest but I'll guess that it's difficult for news organisations to repurpose or optimise content for Apple News+. If it costs more to do right than it brings in for revenue for each news organisation then they are inevitably going to head towards the exit door, especially with the current trajectory of media companies in the modern age.
I believe there's an argument for Apple to do more to help the old media organisations - specifically news sector - make more of the Apple News+ platform.
What if Apple paid to create export modules for popular newspaper/magazine content management systems? That still wouldn't catch all the folks who run with unsuitable/ancient software and there's still going to be a number of companies that still need to employ someone to co-ordinate the exports - and is the revenue share enough to cover the costs of a newspaper whereas a magazine can just consider dumping PDFs of the pages out? That won't be ideal either.
Apple simply have to pay more or more big names will leave Apple News+ and it'll become like other Apple ventures - something that died on the the vine due to lack of interest and investment as the momentum dries up.
As it stands, as more companies exit AppleNews+ it becomes a worse deal for subscribers - not exactly enticing people to stay - look at the magazines that are going under this year such as
Q - the music magazine (and they were a launch title for AppleNews+).
Apple is one of the big players in Podcasts for historical reasons - for example - but are they doing enough to keep themselves at the top table today or could they be overtaken by the likes of Spotify, Google, and maybe Amazon? Simply speaking, if you have to run to keep up with the pack and Apple are just resting on their laurels because a certain segment isn't bringing in enough revenue they'll become an also-ran.
Apple's USP ought to major on lack of tracking/cookies/ads/a better user experience. Removing the ads will attract a cost and users need to be aware of that, but the right balance of costs needs to be found.