Commentary

Apple News Rediscovers Power Of Email Newsletters

Apple News, the tech giant's app that brings together stories from hundreds of publishers, is expanding its email offerings with a "Good Morning" daily newsletter. It's a good way for Apple to boost viewership of publisher content, while also demonstrating the enduring power of email to reach audiences.

The iPhone maker previously let readers choose to receive email alerts from Apple News about select featured stories, according to 9to5Mac, which broke the news about the daily newsletter. "Good Morning" will showcase the "best stories from the most trusted sources," including news, analysis and feature stories.

The creation of a daily newsletter for Apple News isn't an earth-shattering development, but it is a sign the company is looking to build out the most popular news app on the iPhone. Earlier this year, the company said Apple News had 85 million readers -- and that was before it started selling subscriptions to its premium Apple News+ service for $9.99 a month.

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Apple News is limited to the United States, United Kingdom, Canada and Australia, countries where the iPhone has a market share ranging from 40% to 50%. That means Apple News has the potential to reach more than 100 million people, including users of Mac computers.

Apple needs to provide broader support for publishers, as it has done for software developers that have filled its App Store with more than 2 million mobile apps and music publishers that supply more than 45 million songs to Apple Music.

Publishers can be forgiven for feeling left out, amid reports that Apple News+ isn't generating significant revenue for them.

As the tech company seeks to generate more than $50 billion a year in services revenue -- which includes Apple News+ subscriptions -- promoting the content on its platforms with newsletters can help drive incremental traffic for its publishing partners.

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