Apple may be starting out small in the content wars but if history is any indicator they are playing the long-game in being a disruptor in the content development industry. It will be interesting to see how they continue to evolve their business model especially with the potential merger between TimeWarner and AT&T which will marry content creation with distribution given that Apple already has a built in network for distributing their content via the iPhone.
http://www.wsj.com/articles/apple-sets-its-sights-on-hollywood-with-plans-for-original-content-1484217007
Back in the day Amazon used to sell books but it also had a strategic approach to broaden it's portfolio. That was to establish a seemingly non-hostile relationship with brick & mortar retailers like Toys 'R Us (see bankruptcy), Borders Books..etc. The goal? To get in front of the customer interaction. Amazon sold itself as an expert in the digital space and allowed for cost efficiencies (i.e: not having to build out a web-site or deal with the head-ache of how to fulfill product or the logistics on from where) from the brick and mortar company to focus on what it did best (selling in a physical store) while letting Amazon manage it's digital footprint which was a low volume mix relative to the traffic that was walking into the brick & mortar stores on a daily basis. But, as we all know now, by insinuating itself in the path to purchase and putting its brand in-between the customer and the brick & mortar brand Amazon was able to create a wedge that has grown
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