Vimeo has introduced an interesting alternative to releasing your films on iTunes. Apple typically keeps 30% of the revenue generated from content that is distributed on iTunes. This new model Vimeo is introducing is interesting because Vimeo is only going to be entitled to 10% of the profits. Apple is able to justify taking 30% because they have one of the biggest audiences in the world. I am curious to see how this plays out and if Vimeo can give Apple a run for their money.