Apple Inc. will make its mobile news app available to publishers of all sizes from this week, Bloomberg reports.
Smaller media companies, even independent bloggers, can obtain editing tools to publish on Apple News, which provides a clean, consistent look and feel for articles, the California-based firm said Tuesday.
The move gives Apple more content while providing media outlets with exposure on millions of iPhones.
Apple, Facebook Inc. and Google Inc. are vying for news junkies with apps that deliver stories quickly to keep users from going elsewhere.
Last month, Facebook announced that Instant Articles, its app for news on smartphones, will be available to all publishers after initially being available to only a select group.
Google unveiled a competing newsreader last month and announced partnerships with many of the same publishers.
Apple News made its debut in September with articles from more than 100 media outlets — including sports network ESPN, The New York Times, The Atlantic and Bloomberg — starting in the United States.
Stories for display are chosen based on the topics and outlets selected by the reader.
All three Silicon Valley firms are trying to reduce the 10 seconds or more it can take websites to open because they’re weighed down by lines of code that deliver advertising.
That delay is causing publishers to lose mobile readers and the chance to make money through ads and subscriptions.
Facebook and Apple have sought to fix the problem by asking that articles be posted directly inside their own apps instead of on publishers’ websites.
Critics have warned that media companies could lose control of their content under this arrangement.
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