Apple is cutting its App Store fee for video services by 15 percent, according to Bloomberg. The move to cut down the fees was first announced during the Apple Worldwide Developers Conference in June.

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The move changes how Apple collects revenue from third-party subscription services. For example, if the customer has been paying for over a year, App Store would only take 15 percent instead of 30 percent. However, Apple would only allow this if the video provider would integrate with the company's upcoming TV app.

The new app is set for release next month, and it will serve as a one-stop-shop for iOS and Apple TV users. Shows and movies will be accessible across various apps via an interface in which Apple collects data from its partners. Video service provider, Netflix, disagreed with the data collection of Apple and thus rejected integrating its app with Apple's new TV app.

The decision to cut down fees is Apple's way of pressurizing video service providers into integrating their apps to Apple TV. With the possibility of lower fees, it is unclear if Netflix will consider integrating with Apple now.

Apple has tried to create a live TV service, but the plans were delayed as the company experienced difficulty in gaining rights from programmers and networks. The shift in the company's focus to its TV app is a result of the decline in iPhone sales. Sales in service-oriented products from the company have increased by 22 percent and is now Apple's fastest growing business.

The move will also allow Apple to compete against other video providing apps, like Amazon which has been selling the video apps of other companies through its Prime delivery service.