To attract big name partners like Netflix, Hulu Plus and MLB.TV to sign deals with Apple TV, Apple has slashed its revenue share to 15%, reports Apple Insider. Apple’s normal revenue share for digital products is 30%, so this marks a significant change for the mega mogul. The revenue share would come from subscription dollars paid by customers through Apple TV and billed through iTunes.Earlier this month, Apple TV launched a partnership with HBO Now to offer the over-the-top (OTT) TV subscription service on Apple TV exclusively for three months. HBO Now is presumed to be available on other platforms after this exclusive deal expires, but for now, Apple TV is the only way to get HBO Now.Apple Insider also reports that Apple is working with other content providers like Disney, CBS, Fox, Discovery and Viacom to create its own OTT TV service. Details have not been disclosed yet, but Apple Insider said the service will probably cost less than $40 a month, and give cord cutters yet another option to escape from their big bad cable companies. According to re/code, Apple’s 15 to 30% revenue share agreement with partners still gives them a significantly better deal than they are getting from cable companies that require a 50% revenue share.Insider Take:While re/code beats up Apple a little bit for offering tiered pricing to its partners, we think it makes sense. The OTT market is the shiny, new toy that everyone wants and major networks like CBS and NBC, satellite companies like the Dish Network and premium cable networks like HBO are scrambling to make their offering the most attractive.Apple recognizes that cord cutting is the next big thing, and they want a piece of the action before too many players saturate the market. That means Apple is willing to wheel and deal, and take less than its normal cut. If that means they get in on the ground floor and get some exclusivity – and ideally customer retention and consistent long-term revenue – out of the deal, it is worth the initial revenue sacrifice now. After all, getting 15% of subscriber revenue is better than getting 0% if prospective partners take their business elsewhere.