I agree. These rumors seem to pop up like weeds, but it's just such a different kind of business than anything they are involved in that I can neither see how nor why. There is so much more money to be made so much more easily by continuing to build out in consumer electronics and media services like they are doing. Add home automation gadgets + subscriptions, more home audio solutions, more media and publishing services (books subscription next?), televisions, AR devices (as planned), build out iCloud further to get more subscribers (privacy-respecting email, improved photo services, video sharing), etc. etc..