Apple will make its mobile news app available to all publishers starting this week, as the tech giant competes with rivals Facebook and Google for the attention of smartphone readers. Mdia companies or even independent bloggers can obtain editing tools to publish on Apple News, the Cupertino, California-based company said Tuesday. The move gives Apple more content, while providing the media outlets with exposure on millions of iPhones.

Facebook last month announced its program for news on smartphones, Instant Articles, will be available to all publishers after initially being available to a select group. Google unveiled a competing newsreader last month and announced partnerships with many of the same publishers.

Until now, Apple News included articles from a select group of more than 100 media outlets -- including ESPN, the New York Times, the Atlantic and Bloomberg -- starting in the U.S. Stories are curated based on the topics and outlets selected by the reader.

Apple will give publishers accurate reader metrics and analytics by integrating the app with ComScore, the industry standard for measuring Web traffic.

Publishers will keep 100 percent of the advertising revenue they sell inside the app while Apple will take a 30 percent cut from ads that it sells, according to reports.