Apple has, until now, only given developers 60-percent of the revenue from iAd clicks. But, just now, Apple have increased this from 60- to 70-percent. This isn't a big change in the short-term, but in the long-term it means fatter profits for developers who rely on the iAd platform for their income.

Apple notes the change in their updated developer agreement:

(a) Apple Campaigns. Developer shall receive seventy percent (70%) of the Net Advertising Revenue derived from the sale of advertising on the Developer's Mobile Properties ("Developer Revenue Share") net of any applicable taxes as provided in Section 6 of this Agreement. The Developer Revenue Share percentage may be adjusted from time to time at Apple's sole discretion. Notice of material changes to the Revenue Share percentage will be posted on the Company Portal. "Net Advertising Revenue" is defined as gross advertising revenue recognized through the delivery of ads by Apple less: a) any allowances actually made or taken for returns, credits, cash discounts and promotional allowances; and, b) Agency and agent fees, discounts, commissions and referral fees.

It's being reported that starting from today Apple will only count impressions, not clicks, for developer revenue. If this is true, it would mean that Apple is including the extra 10-percent to make up for the lost click money. Advertisers also only have to create a $100,000 (or above) account with Apple, which is down from the much higher $500,000 and $1,000,000 minimums.