It's not often that we get the opportunity to mention the Financial Times and Playboy Magazine in the same sentence, but the two publications do have at least one thing in common: App Store aversion. Today, the FT launched a new, entirely web-based app, designed to circumvent iTunes (and Apple's 30 percent revenue cut) altogether. The paper says its single, cross-platform app will allow it to issue updates with more frequency, while reaching an audience that extends far beyond the iOS realm. Though the subscription service is only available for iPhone and iPad users at the moment, versions catered for Galaxy Tab, Xoom and PlayBook users are coming soon. Perhaps more important, however, is what this move could mean for other publishers -- many of whom haven't taken too kindly to Apple's subscription revenue and data-sharing practices. FT managing editor Rob Grimshaw says his paper has "no plans to pull out of any apps store," but if the system proves viable, it could open the door for others to pursue their own, similarly HTML5-based ventures, in the hopes of retaining full revenues and access to subscriber information. We'll have to wait and see whether this iTunes exodus ever materializes, but in the meantime, iOS users can hit the source link to enjoy the new app, available for free until July 14th. Others, meanwhile, can head past the break to see a demo video, narrated in appropriately dulcet, British tones.

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Financial Times web app debuts for iOS, more tablets to come (video)