You problem (it's not really a problem) raises in two parts as I understand from you.
First you want to give ownership of files created by a user in that directory directly to the apache user www-data. This can't be done that way.
In real life You can't give something to your friend if he doesn't want it!!
Same thing here, you can't give the ownership to some user without his permission.
So how to solve this here:
you still need to make chown
sudo chown www-data newfile.htm
The other needed is to change the permission of a file to inherits permission of parent directory.
This is not a good habit since the directory normally have execute permission x to make cd available in. But x for a normal file make it executable, and as those files as you mentioned are owned by www-data, this also makes you in trouble with a huge security threat, so my advice don't do it
But anyway if you still want to try : take a look for those two questions
https://superuser.com/questions/264383/how-to-set-file-permissions-so-that-new-files-inherit-same-permissions
https://superuser.com/questions/151911/how-to-make-new-file-permission-inherit-from-the-parent-directory