Last year, the Financial Times, a major business newspaper, announced it would discontinue its iOS app in favor of an HTML5 based web app. The move was in response to Apple's requirement that it get a 30% cut of any subscription sold through iTunes, as well as Apple's refusal to pass along the personal information of subscribers without their permission.
The FT's sleek HTML5 web app has been very well received. The FT said it had no difficulty driving users to the mobile app, noting that "the world outside the App Store is not cold and desperate."
Though the FT's native iOS app continued working for customers who had already downloaded it, that support will be discontinued as upgrades the FT is making over the next month will render the app unusable, according to PaidContent.
It is taking the step because only a relative handful of users remain and because it can no longer continue to maintain features inside the app.
The HTML5 web app has been a success for the Financial Times, with mobile accounting for 12% of new paid subscriptions and 19% of FT.com web traffic.