Why not to consider than they will simply split beetween two companies (in a near future of 2 years ?) :
1) A new "Itunes Inc" as a "music and video provider" using iTunes as a crossplatform distribution chanel (PC, windows, phones running iTunes and ITMS server)
2) Apple as a software (OS X) and hardware provider (including iPod, Mac and future multimedia products).
It may also simplify this recurring problem about the "Apple" brand.
Could Apple Be The Next Sony?