Apple is reportedly planning to kill off its Newsstand app and replace it with a Flipboard-like experience. Recode reports this morning, just over an hour before Apple’s WWDC event starts, that the "Flipboard-like product" will include samples from publishers like The New York Times, ESPN, Conde Nast, and Hearst. Apple appears to be focused on this new app, and Recode claims the company will "do away" with Newsstand, the existing app that provides access to digital newspapers and magazines.

While a number of media organizations have their own individual apps, Apple is reportedly planning to allow publishers to keep 100 percent of any advertising within the new Flipboard-like app. Apple will still generate revenue from its standard 30 percent cut of any subscriptions from the publisher’s individual apps. Any new media app from Apple would follow just weeks after Facebook launched its instant articles for publishers. Facebook is tempting publishers to distribute their content directly on its own platform, and Apple’s new service may well go head-to-head for the attention of media giants. Apple’s WWDC keynote starts at 1PM ET / 10AM PT today, and you can follow along live with The Verge right here.