Early this morning Apple announced changes in the rules for iTunes app developers and it looks like the new rules may already be bearing fruit.
Readability, a service that lets you save web content to read it later, are already thinking about submitting their iOS app again. They'd submitted the app back in February, but it was unfortunately rejected because of the in-app purchase rule.
You see, Readability aren't set up in a way that they could have afforded to pay Apple's 30% vig. Of all Readability's income, 70% goes to content providers. If they had to hand over the other 30% to Apple.
If I were them, I would have started working on a HTML5 app back in February. But if they already have an app finished, it won't take much work to get it to comply with the new rules.