iPad and iPhone users are no longer able to pay for their Netflix service through iTunes, depriving Apple of an estimated $256 million (€225.4m) in annual revenue.

The change, enforced by Netflix, means iOS users will now have to pay for Netflix through its website, rather than through Apple’s service.

The move means Netflix will now avoid paying the 15 per cent levy that Apple charges on in-app subscriptions, thus keeping all subscription revenue for itself.

The change comes as Apple prepares to take on Netflix with its own SVoD service, set to launch later this year.

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