The New York Times has become one of the first major media outlet to pull out of its deal with Apple News, citing conflicting strategies.

Apple set out to reimagine the news industry, while at the same time providing a way for beleaguered newspapers to reach new customers in the digital age. Apple News hit the 125 million monthly users milestone earlier this year, and boasts some of the biggest names in news.

Despite the platform’s success, The Times has announced it will be leaving Apple News, effective June 29. The organization wants to focus on its own distribution and direct relationships with customers, rather than working through a third-party.

“Core to a healthy model between The Times and the platforms is a direct path for sending those readers back into our environments, where we control the presentation of our report, the relationships with our readers and the nature of our business rules,” Meredith Kopit Levien, chief operating officer, wrote in a memo to employees. “Our relationship with Apple News does not fit within these parameters.”

It remains to be seen if The Times is a one-off, or if other publishers will follow suit.