From what I've read, everyone seems to be drawing their own conclusions as to how subscriptions are intended to work. The press release simply isnt specific enough, and needs further explanation. Lets take an example The New Yorker. Presently, there is no way get a subscription via iTunes for this. You have to buy each issue at what amounts to a newsstand price. If you already have a subscription to The New Yorker, it makes no sense to re-buy the same content on iTunes. People are complaining about this very thing loudly! My read of the press release is that the new paradigm is this: If The New Yorker offers a digital subscription at say $10/year and signs-up new subscribers via its own web site, they can do this, and Apple will see $0 from these subscriptions. The user can still download new content via the app... However, in order to have this capability, The New Yorker must offer the same subscription price via iTunes - $10/year. If someone buys a subscription directly via iTunes, The New Yorker would only get $7 of that revenue. Apple would get $3. Naturally, The New Yorker would rather people sign up directly from The New Yorker. But, $7 is better than nothing Question 1: If someone signs up for a new subscription via The New Yorkers website, how will iTunes know the subscription is valid? Do they get some sort of secret code to enter into iTunes to download the content? This is a pretty important piece of the puzzle. Or, will new content be downloaded directly from The New Yorker? How do you get that into the app then? Do they get a special login from The New Yorker? In that case, how are follow-on subscriptions handled? Question 2: If in addition to the digital only subscription, The New Yorker decides to give all current paper subscribers access to the digital version included with their paper subscription at no additional charge how would this work? What equivalent subscription could they offer in iTunes? They cant offer a paper subscription in iTunes What people want is a solution/answer to question #2. They dont want to re-pay for content and many of them arent quite ready to make the leap from 100% paper to 100% digital. There are advantages to either medium (that's another thread). How does this new model address this problem? I have absolutely no idea from reading the press release. Its just too vague.