If Apple Bought Twitter It Would Ruin It

NEW YORK ( TheStreet) -- For weeks, I have heard people suggest Apple ( AAPL) should buy Twitter. Some even spew this fairy tale as more than a suggestion. It's presented as binary: Either Apple wants to buy Twitter and it does or Apple doesn't want to buy Twitter and allows it to stay independent.

As if Dick Costolo is some tool who has no say in the matter.

If it were possible, Twitter should buy Apple. Or, better yet, Apple should lure Costolo or Jack Dorsey over to replace Tim Cook as CEO.

Now, we're talking.

Because, if Apple ends up in control of Twitter it might just take one of the best Internet/technology companies in the world and run it into the ground. On the flip side, sooner rather than later, you will not think I'm nuts for suggesting Tim Cook's time has come. Apple needs a fresh, young or young-at-heart visionary in place, not a supply chain rocking MBA.

Consider Twitter Music.

Out today, it's something Apple probably doesn't want to pull off, but likely could not execute as well as Twitter if it tried.

iRadio will not only underwhelm -- at least relative to Twitter Music -- it will exist to serve Apple's interests as an excellent story from gigaom explained earlier this week. Back in the day that was all good. Apple serving Apple's interests. But, under Tim Cook, that act may no longer fly, particularly when you look at Apple's track record of subpar music listening, sharing and discovery platforms.

Not without early bugs (I'm not sure what that error message is about in the top left hand corner of my screen capture and the sharing function fails to work more often than not), Twitter Music is everything iRadio should be, but will not be.

It's Twitter scratching its own back as it scratches quite a few others. Spotify and especially the superior Rdio must be thrilled. This Twitter partnership will help both companies build scale. It will get Rdio's name out there so people can so how incredibly good it is.

If the music labels are smart, they'll embrace Twitter. Twitter says jump, the music industry says how high, Dick!? Twitter can change the game here, politely letting record companies and artists know that they need Twitter and hyper-scaled platforms such as Pandora ( P) more than these the latter needs them.

Apple will not do this, at least not if it sticks to tradition as a relatively closed self-serving ecosystem. And, the worst part is that, if it tries there's no way in the world Apple -- sub-par as a software and services company -- can match Twitter Music's quality.

Twitter made a statement with Thursday's release, even if it wasn't Costolo's intention. It rolled out a platform that will be instantly useful to many of its millions of users while strengthening key partnerships and sending the message to a stagnant music industry that it needs to shed its arrogant and stodgy old guard ways.

And, most importantly, it did it with the type of pomp and circumstance a lost Apple no longer appears capable of mustering. A preview last Friday that you couldn't log into and then an announcement on national television Thursday morning. Then the product rolls out online to be followed by, interestingly, an iOS app.

Apple can learn from Twitter. Simple as that. If it somehow manages to buy it, it will end up a disaster, relative to the impressive trajectory Costolo has Twitter set on right now.

-- Written by Rocco Pendola in Santa Monica, Calif.
Rocco Pendola is TheStreet's Director of Social Media. Pendola's daily contributions to TheStreet frequently appear on CNBC and at various top online properties, such as Forbes.

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