Apple may be lining up agreements and arrangements that will clear the path for the company to roll out internet and cloud services to support staples like iTunes and the anticipated Apple Music streaming service.
Information so far is snatched from sources and insiders. V3 asked Apple whether it had a comment to make on the rumoured plans, but the company had not replied at the time of publication.
A report on Bloomberg quoted "sources" as saying that Apple intends to compete with existing providers like Microsoft, Amazon and Google. The firm is apparently altering its data centres to do more in terms of cloud services.
Apple is certainly building new data centres, and is reportedly about to launch a streaming media service called Music that is likely to put a huge load on the company servers.
Frank Frankovsky, chairman and president of the Open Compute Project Foundation, told Bloomberg about the likelihood of such a move.
"All of these cloud giants want to be the platform on which you run your digital life. If that's the case, they all need to have a similar cost structure to be competitive," he said.
Apple spent much of the start of this year talking about its data centre plans and its use of green technology. The firm revealed plans in February to spend €1.7bn on new data centres in Ireland and Denmark as mocked up below.
Chief executive Tim Cook, a man lauded for his green efforts by groups including Greenpeace, said at the time that the premises are a response to an increased market for Apple products and services.
"This significant new investment represents Apple's biggest project in Europe to date," he said.
"We're thrilled to be expanding our operations, creating hundreds of local jobs and introducing some of our most advanced green building designs yet."
Pixel 2 smartphones and a Pixel-branded laptop also planned by Google
The moment you've all been waiting for...
Are you on the list?
Update will limit background activities of apps to improve battery life (hello, Skype!)