Wirelessly posted (Mozilla/5.0 (iPhone; U; CPU iPhone OS 4_0 like Mac OS X; en-us) AppleWebKit/532.9 (KHTML, like Gecko) Version/4.0.5 Mobile/8A293 Safari/6531.22.7) I think it would be a great move. The iPhone is pretty mature and the iPad is close to it. Steve doesn't have much left to revolutionize in the computer/phone space. This gives Steve the power to transform sooo many other industries. Between Sony TVs and Playstation, Apple could get Apple TV into hundreds of millions of home, and transform the living room with the app store. Plus this is a bargain for Apple. The playstation brand, all the great game studios, gran turismo, uncharted, all the movie studios, music labels, blu ray, the cell, TVs, cameras etc. All that for 30-40 billion is a bargain price and Apple could transform all those industries, they are all in need of a shakeup of sorts. Apple getting influence in all those industries would be a good thing. They would suddenly trounce MS and Google in how many assets they own. Sony would be Apple's lower tier brand for fantastic products that don't quite meet Job's insane standards. This is what Toyota is to Lexus, Honda is to Acura, VW is to Audi and Sony can be to Apple. I love Sony. I love Apple. Sonys tendency to use cutting edge tech combined with Apple's aesthetics and user interface would make for epic products. The only way to screw it up is if Apple demanded the Apple markup from Sony branded products like the PSP2 or Playstation 4, which would be foolish and they have no reason to do. Keep the Apple markup limited to Apple branded products only. It would be akin to Apple buying Siri, mining them for technology, patents, expertise, and partnerships to use in their own devices, and yet leaving the original Siri brand alone and allowed to continue to operate autonomously under it's own Siri brand name. That's exactly what Apple should do with Sony, use them to mine for tech, patents, licenses, expertise and partnerships to improve their own products, to expand into brand new areas, and yet leave the Sony brand and entity alone and under operation for the areas that Apple doesn't feel ready to step into quite yet.