In his interview with The Verge, Phil Schiller, the senior VP of Apple’s Worldwide Marketing – and occasional WWDC keynote guest – noted the improvements being made to all aspects of the store from app review to the discovery process, but more importantly, Apple’s desire to alter its revenue-sharing model for apps. Although they will keep the 70/30 revenue split, the cut Apple takes will drop to an attractive 15 percent (85/15), for those developers who are able to keep a subscription with a customer for longer than a year. An interesting change to come for business models is in the form of subscriptions; Apple will opened this feature up to all developers and kinds of apps, rather than just a few selected app types. “Now we’re going to open up to all categories,” Schiller states, “and that includes games, which is a huge category.” Exciting and of course tempting for developers, this shift will mean a monthly fee can be offered for apps and games, instead of charging a single price upfront per app, so users can get more for their money and the developers can open up their app offerings to a wider market. This feature aligns with the recent reports of iPhone sales finally beginning to decline, by creating a lucrative new revenue stream from the existing users.