Abaningi bethu bakhulume phambilini ngentshisekelo engaba khona ye-Apple yokwethula insizakalo yethelevishini yokusakaza ukuzama ukungena emakethe yezinsizakalo zokusakazwa kwethelevishini namavidiyo. Kepha ngemuva kokuzungeza kuze kube yilolu suku ngisaqhubeka I-Apple ayikhombisanga ntshisekelo yangempela kulezi zinhlobo zezinsizakalo. Esikhathini esedlule sakhuluma ngentshisekelo ye-Apple yokuthola iTime Warner, enye yezinkampani esevele inikela ngezinsizakalo zethelevishini yezintambo futhi enenombolo enkulu yamalungelo wethelevishini ochungechungeni nakumamuvi.
Kepha ngemuva kwemihlangano eminingana engahlelekile, umphathi wamanje weTime Warner uthi inkampani eseCupertino angikaze ngibe nezinhloso zangempela zokuthenga inkampani. UJeff Bewkes uthi besisebenza ndawonye ukuzama ukufinyelela esivumelwaneni esizuzisa zombili lezi zinkampani, kepha i-Apple ayikaze ikhombise intshisekelo ekhethekile ekusithengeni noma ekufinyeleleni kunoma yiluphi uhlobo lwesivumelwano, kubonakala sengathi ibizizwa yinsimu kuphela kokuhlanganiswa nokutholwa.
Ngonyaka odlule, u-Eddy Cue wahlangana no-Olaf Olafsson, oyinhloko yamasu we-Time Warner. emcimbini ongakahleleki lapho izingxoxo ezithile zokuqala zaqala khona ngentshisekelo engaba khona ye-Apple yokuthola iTime Warner kanye nokusebenziseka kalula kweTime Warner ukuqhubeka nalokhu kusebenza, ngoba ezikhathini zakamuva, inkampani yokukhiqiza ayihambisani nezikhathi zayo ezihamba phambili futhi ukuphela kwendlela engenzeka yokuthi abaninimasheya balengise uphawu Lokuthengiswa.
Ukube i-Apple ibizothenga iTime Warner, inkampani esekwe eCupertino uzokwazi ukufinyelela ngokushesha kuziteshi ezahlukahlukene nezitudiyo zama-movie, phakathi kwayo kukhona i-CNN, i-HBO ne-Warner Bross, ukufinyelela okungasiza kakhulu uma i-Apple ifuna ukubeka ikhanda emhlabeni wezinsizakalo zevidiyo, insizakalo okwamanje ebonakala imisiwe kuze kube usuku lokuqalisa olulindelekile.