I agree with your first statement. but, most existing filler content is getting sucked up by the competition right now. Unfortunately, Apple's timing isn't right to participate. I think their strategy has been to follow HBO's model by building strong core content and then supplementing with filler later. Getting into a bidding war for libraries at this point would suck up tons of capital to acquire assets that would not be useful at this point; at least, that seems to be Apple's thinking. Maybe Apple is waiting for some second wave, where some current competitors get in over their head and buy them out? As far as Disney is concerned, never was going to happen; Disney believes they have the most valuable IP in the industry, and always has seen themselves as the industry leader. So they were never going to give anyone else rights to their top IP, except on very short term deals.It seems to me to be part of Apple's push to further their all in one entertainment/home automation/computer product ecosystem by pushing furtehr into content and being able to control the content and build a catalogue they can use to get people into their ecosystem. I would not be surprised to see them make some acquistions just to get a large collection of content; much like Ted Turner did in the '70s. If Jobs were still alive it would not have surprised me to see a Disney/Apple merger or at least a major content deal.