Dive Brief:

• Apple announced a new app Monday that could change how publishers distribute news to mobile and open new doors to younger users. 
• The "News" app will come standard with iOS 9 and delivers content from over 50 publishers in one customizable stream. 
• Publishers will be allowed to keep 100% of revenue for ads sold themselves and 70% of revenue generated by Apple's iAD platform. 

Dive Insight: 

The Apple News app opens up publishers to hundreds of millions of users who maybe wouldn't have taken the time to load each publisher's individual app, but will scroll through one app that populates content from the various publications.  

Apple's new feature resembles Facebook's recently released Instant Articles, which allows publishers to upload content directly to the social network. Going forward there could be publications that solely exist on platforms like Facebook and Apple, selling ads through the platforms and avoiding redirecting users to a separate web page. 

The Silicon Valley tech titan is months away from completing the final product, according to a report by the Wall Street Journal, but publishers are eager to test out News and see the benefits of working with Apple.

“It’s going to give us an opportunity to reach people with our content, including younger readers,” Scott McAllister, Time Inc.’s senior vice president of digital marketing and revenue, told WSJ. “That we can sell advertising around the content, and also have the ability to reach such a large audience, is equally exciting.”