Interesting reports are circulating of Apple executives sounding out their opposite numbers at Time Warner at the end of last year about the prospect of joining forces. So far, discussions haven't gone further, but it gave us an idea of where Apple sees its future direction.
It's no real surprise. It's well documented that Apple has a mountain of cash at its disposal ($216billion) and is facing increasing pressure to do something big to readdress its first dip in revenues since it brought out the iPhone.
With its hallmark gadget sales slowing down (there's limit to how often we want to upgrade our iPhones, iPads etc.) and a muted uptake of next generation products like the Apple watch, it makes perfect sense for Apple to look elsewhere for future growth, and content creation and dispersal will be a central part of that plan.
A tie-up between the pair would have given Apple access to a $60bn (£40.9bn) content empire, that includes HBO, CNN and Time Warner.