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On Second Thought, Apple Probably Will Buy Twitter

Third, I don't buy the arguments that Apple doesn't need to buy Twitter because the integration deal serves it purposes. If we know anything about Apple, we know that it absolutely must have control of every part of every process it's involved in. If that changes in the Tim Cook era, Apple has more post-Steve Jobs problems than I originally thought.

Granted, Apple controls plenty of companies and processes without owning them, but it's much easier to buy Twitter and fully integrate it in your image than it is to gobble up wireless carriers and such.

Fourth -- but closely related to third -- Twitter recently instituted several solid changes to its platform. In a nutshell, it's more personalized; it forges more seamless connections to advertisers, news organizations, etc.; and, simply put, it's slicker and more low-key/intuitive than it's ever been. It's not out of the realm of possibility that Apple is behind this or plays a meaningful role in the direction and decision-making process.

Last but not least, Tim Cook is working hard to put his stamp on Apple. With Twitter wholly synced up to iTunes, the AppStore, Facetime, Messages and other Apple greatness, the company becomes the ultimate social network. That's quite an accomplishment and it has nothing to do with Steve Jobs.

This, without a doubt, would deal a punishing, if not fatal, blow to Facebook. But more importantly, buying Twitter would allow Apple to take the next step in its evolution. It could ensure that the company retains its dominance as it moves through a period of relative uncertainty.

At the time of publication, the author was long FB.

This article is commentary by an independent contributor, separate from TheStreet's regular news coverage.

Rocco Pendola is a private investor with nearly 20 years experience in various forms of media, ranging from radio to print. His work has appeared in academic journals as well as dozens of online and offline publications. He uses his broad experience to help inform his coverage of the stock market, primarily in the technology, Internet and new media spaces. He has taken a long-term approach to investing, focusing on dividend-paying stocks, since he opened his first account as a teenager. Pendola, 37, is based in Santa Monica, Calif., where he lives with his wife and child.
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