In bad news for Apple’s App Store, YouTube TV has become the latest to turn its back on Apple’s in-app purchasing policies.

Apple charges developers 30% of the price of their app to help run the App Store. For subscriptions things work a little different. Initially, Apple charges the same 30% of the subscription fee, although after a year that drops to 15%. Many developers have balked at the fees, believing Apple is charging too much.

In some cases, companies have argued that paying Apple’s fee makes it nearly impossible to compete with Apple’s own subscription services. Alternatively, if a company does offer in-app subscriptions, the company stands to lose a significant amount of money over their own, non-App Store subscriptions.

It seems Google is no longer willing to pay Apple’s price. In an email the company sent to individuals who had subscribed to YouTube TV via the App Store, Google has informed them that in-app subscriptions are no longer supported and their subscription will terminate March 13. Customers will need to sign up for a subscription on the website to continue watching the TV streaming service.

As more and more developers look for alternatives to Apple’s subscription service and corresponding fees, the iPhone maker will need to address concerns and come up with better ways to incentivize ongoing participation.