With Android-optimised editions to follow, The FT has launched its HTML5 edition, pointedly not available in Apple’s App Store. HTML costs substantially less to develop than a mobile app, and tailoring to mobile & tablet flavours becomes non-essential, rather than mission critical. And of course there’s no need to pay up to 30% fees to the hosting app store.
The FT has always innovated, and has for a long time led the way on making digital publishing make commercial sense. Expect other publishers to follow suit.