“There’s a reason people want to work with Apple,” The Entertainment Oracle writes for Seeking Alpha. “Case in point Twitter, which on Monday saw its shares spike on reports it was in talks with Apple to be added to their Apple TV device. On its own, that’s a big deal for the struggling company but it’s what this means on a larger scale that has people outside Silicon Valley talking.”

“Twitter’s big play to turnaround its fortunes is the implementation of live streaming partnerships with allies such as ESPN, CBS News and most recently all four of the major sports leagues,” TEO writes. “Of course that also benefits its partners as they see a nice influx of additional revenue for the rights to content they already own. Yet for as valuable as ESPN and CBS News are, the odds are strong it’s the sports partnerships that really got Apple to the table.”

“What Apple did here (and has been doing) is smart,” TEO writes. “Its team has been slowly infiltrating the market from a variety of fronts verses all at once. Now the reasons for that vary between reportedly being rebuffed by certain Hollywood partners to wanting to take its time (as usual), but it shows the company is doing what it does best… pivot.”

Read more in the full article here.

MacDailyNews Take: As we wrote back in April of Twitter’s Thursday Night Football streaming deal:

This is a smart strategic move for Twitter that has the potential to jumpstart user growth for a service that has difficulty explaining its raison d’être to Joe and Jane Sixpack.

Withe the Twitter talks, Apple is showing more than one way to get live NFL games on Apple TV. It would be best to have an NFL exclusive, but it’s still better to have the games than not, even if they are on Twitter, too.

As we wrote back in May 2014:

Perhaps Cook should consider bidding for and winning NFL Sunday Ticket away from Direct TV, buying rights to Premiere League and La Liga games, etc. and making them Apple TV exclusives. Go directly to the sports leagues with boatlods of cash. Maybe that’ll grease the wheels. It’ll certainly move a bunch of Apple TV boxes around the world in short order.

SEE ALSO:
Twitter shares jump on talk of Apple TV – NFL Thursday Night Football deal – August 15, 2016
Twitter in talks with Apple to launch Apple TV app for NFL Thursday Night Football live streaming – August 15, 2016
Twitter wins deal to stream NFL Thursday Night Football – April 5, 2016
Apple declines to place bid on NFL Thursday Night Football – March 3, 2016
The Super Bowl that killed cable: NFL streams the big game on Apple TV, no cable or satellite account required – February 4, 2016
Apple, Amazon, Google, Yahoo expected to bid on NFL Thursday Night Football – December 16, 2015
NFL Thursday Night Football rights could be worth a quarter of a trillion to Apple (or Amazon) – December 8, 2015
Apple could make $15 billion from winning the rights to NFL Thursday Night Football – November 27, 2015