The subscriptions are purchased in the same manner as in-app content, and publishers are free to set the price and length of subscription at whatever point they choose. Steve Jobs explained the revenue sharing system set in place for subscriptions in a press release, saying "when Apple brings a new subscriber to the app, Apple earns a 30 percent share; when the publisher brings an existing or new subscriber to the app, the publisher keeps 100 percent and Apple earns nothing." He says Apple requires publishers offering special deals on their subscriptions to have those deals reflected in-app as well.
So, how about it, gang? Any apps or games on your iOS devices that you'd drop a steady stream of bucks to play? We're not crazy about the idea, but if that's what it takes to get some more new boxes in Cut the Rope, we could be persuaded.