At present, those media who have developed applications for the iPad, such as De Standaard and Knack, make their papers available to subscribers directly via the iPad. But Apple has informed publishers that they must distribute iPad versions through iTunes and pay Apple a 30% commission.

"Now that the first tentative steps have been taken on the Flemish market and several success stories have emerged, Apple wants to change the rules," Lieten commented. The company's approach was a threat to the development of digital businesses in Flanders, she said, since subscribers to newspapers and magazines would be unwilling to pay extra simply to read the media on an iPad.

Lieten's letter was also copied to the EU commissioners for digital media and for competition policy. She calls on Apple to enter into talks with the Flemish publishers to find a solution acceptable to all.

Later, the European Newspaper Publishers' Association (ENPA), which represents some 5,000 print media, called on technology companies "to ensure that newspaper subscribers can continue to enjoy access to news content on tablets and other online services, without any restrictive conditions". The newspaper business, the ENPA statement says, has the right to determine prices and payment systems for themselves.

"The print edition of a newspaper remains the engine room, creating an incredible range of news and informative content," said ENPA vice-president Valdo Lehari. "In the current environment, new online and mobile business models often operate in combination with the print edition."