The question of whether Apple will buy Time Warner or not is still unanswered, however, the question about whether Apple is looking to get into media content is an apparent YES. About a year ago, Eddy Cue, the man in charge of iTunes and Apple Music, pitched the idea of buying Time Warner Cable (who owns HBO and Warner Brothers studio) but negotiations never began. Apple iPhone sales have been on a downward spiral for an unnerving amount of time, so the pressure for Apple to prove itself is at its highest. Apple’s CEO, Tim Cook, has openly shared Apple’s plan of expansion into content and non-hardware business. Speculation of the company venturing into a film and television service has recently peaked since Apple iTunes now offers streaming music and Apple TV has been revamped. “For Time Warner – and essentially HBO – to become Apple’s original content production assets in some form or another, that would very much help it catch up with the likes of Netflix and Amazon in terms of having potentially quality proprietary content on its platform”, James Cordwell, an analyst at Atlantic Securities shared. Apple has been focused on building entertainment content for its set-top box and working closely with media executives to get shows for Apple TV users only, piggybacking on Netflix and Amazon. We are witnessing first-hand Apple’s response to the new kids on the block.