Hulu has finally succumbed to Apple’s in-app subscription policy.
Apple’s policy requires developers and publishers to either include an in-app subscription offering within their apps or provide no means, including links to their websites, of subscribing to their services.
When the policy was introduced in 2011, Hulu complied with it, effectively refusing to give the 30 percent cut of in-app purchases that would be due to Apple in accordance with the rule.
But now, Hulu has had a change of heart with the 4.0 update to its Hulu Plus app for iOS.
At version 4.0, Hulu Plus now allows you to subscribe to Hulu’s on-demand video streaming service right from the app. It lets you sign up for a subscription directly from the app and have your iTunes account charged a monthly fee of $7.99, of which Apple gets 30 percent, i.e., $2.40.
Hulu’s move toward in-app subscriptions coincides with the debut of a new design for Hulu Plus for iPhone and iPod touch, which features the following:
- Home – Best content of the day on Hulu, handpicked and curated by our expert editorial team
- Shows You Watch – Easy access to all the shows you are currently watching, personalized to your viewing habits
- Navigation – Discover the entire breadth of the Hulu catalogue from TV, Movies, Kids, Latino, British and Hulu Originals
- Player – Brand new player with cleaner controls and a nested menu for rich features like captions, share and cast to TV
- Action Tray – Quick access to search, queue and cast to TV features from anywhere in the app
- Search – Reimagined search with contextually grouped results by category
- Remote control – stream and control your viewing experience on the big screen via Apple TV, Chromecast, Xbox1, PS3 and PS4
- Share – Share your favorite videos with your friends on Facebook, Twitter, text and email
Hulu Plus 4.0 also boasts compatibility with iOS 8 and optimization for iPhone 6 and iPhone 6 Plus.