NY Times Circumvents Apple With HTML5 Web App for iPad

The New York Times' new web app, optimized for the iPad, negates the need for the app available in the iTunes App Store

The New York Times launched a new web app for the iPad Tuesday, circumventing the need for the native app already available in Apple's App Store.

The web app was coded in HTML5, making the website automatically adapt to the screen of the device on which it's viewed.

The Times made the app available exclusively to its growing flock of digital subscribers with access to its tablet site. 

"Our subscribers have told us they are interested in trying new eays of reading the Times across a variety of platforms," Denise Warren, the Times' senior vice president, chief advertising officer and general manager of its site, said in a statement. "We are working constantly to develop new products that distribute our content in innovative ways, and this web-based app is just one example of that."

Also read: Atlantic Media Launches Mobile-Friendly Business Magazine, Quartz

Like the iPad app that preceded it, the new app allows readers to swipe three fingers in various directions to navigate between stories, and features a top 25 list of trending articles and a feed of the latest posts.

The shift to a web app comes as a number of publications are cutting out the middleman of an app store and design their mobile and tablet sites with response coding.

Last week, the Atlantic Media Company launched Quartz, a business news site geared toward mobile readers, designed much like the Times app.

And about a year ago, the Boston Globe, which is owned by the New York Times Co., christened a new HTML5-coded, paywalled website BostonGlobe.com, which also foregoes an app.