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Saturday, September 18, 2010, 12:40 pm PT (03:40 pm ET)

Apple planning standalone digital newsstand app for iPad - report

Apple is rumored to be creating a new digital storefront for newspapers and magazines that, like iBooks does for print books, will serve as a standalone iPad app for purchasing repurposed print content.

The new store, according to Bloomberg, will be separate from the established App Store and iBooks applications. The product is said to be in the early planning stages, as negotiations with major content providers are reportedly ongoing.

"Apple’s effort is aimed at luring more consumers to the iPad and helping publishers sell subscriptions, rather than single issues," the report said. "The main hang-ups between Apple and publishers including Time Warner Inc., Conde Nast, Hearst Corp. and News Corp. are who controls data about users and how to split subscription revenue, the people said. Pricing for subscriptions also hasn’t been worked out."

People involved in the discussions reportedly said the digital newsstand could open as soon as in a few months, or the talks could fall apart altogether. It was also suggested that Apple could wait until it launches its next-generation iPad in early 2011 before unveiling the new store.

The plans are said to be part of Apple's ongoing talks with print publishers who want to offer subscription plans for customers to access content from the iPad. This week, it was reported that Apple has agreed to allow an opt-in function which would let subscribers share their personal information with publications. The print business relies on demographic information to share data with advertisers.

Te new application will reportedly "make it easier and cheaper to create digital versions of magazines and newspapers, with extras such as high-resolution videos integrated with stories." The storefront will aim to simplify the process, in order to attract publishers.

Before the iPad was released earlier this year, publishers and Apple were said to have struggled to reach a deal, as Apple was reluctant to share consumer data beyond sales volume. But advertisers and publishers consider demographic data to be the "most valuable asset."