I'm sure HBO Go, WatchESPN and Time Warner Cable's content won't be the last either. Apple has enough cash to not only rope in more exclusive and lucrative deals than this, but could buy many of these companies outright if it wanted. With these deals some new form of Apple TV is looking more and more likely, in my opinion.

Combined with iTunes, Apple already has its own form of "On Demand," a feature touted by many of the large cable providers. With exclusive licensing deals, Apple might become the new go-to in the living room.

Devices such as the iPad and iPhone will also likely see new features. For instance, if you record a show using iTV, then perhaps you could watch it from anywhere with an Apple devices via the cloud. The possibilities are truly endless.

With an expected introduction of the iTV and an already announced iRadio, Apple will become a bigger part of consumers' everyday lives and the company -- as well as the stock price -- will begin to swell as a result.

Whether or not Apple willingly steps into the tech titans boxing match with Google, two things are certain: iWork is just the beginning and the consumer is the ultimate winner as these two duke it out to be number one.

At the time of publication the author was long AAPL.

This article was written by an independent contributor, separate from TheStreet's regular news coverage.
Bret Kenwell currently writes, blogs and also contributes to Robert Weinstein's Weekly Options Newsletter. Focuses on short-to-intermediate-term trading opportunities that can be exposed via options. He prefers to use debit trades on momentum setups and credit trades on support/resistance setups. He also focuses on building long-term wealth by searching for consistent, quality dividend paying companies and long-term growth companies. He considers himself the surfer, not the wave, in relation to the market and himself. He has no allegiance to either the bull side or the bear side.

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