Apple's decision to make games available through iTunes 7.0 may be more significant than we first thought.
It seems the company may have its eyes on the games console market.
In a report out today, Business Week looks at Apple's many moves to make its technologies part of front room culture, as consumers respond to the mass market popularity of the iPod.
It considers Apple's iTV in conjunction with iTunes games downloads, speculating on a console market land grab from Cupertino.
It also looks at Microsoft and Sony's attempt to become part of a converged front room ecosystem with their games consoles.
The report then considers the possibility that when it eventually ships, iTV may be capable of streaming Mac and Windows games (through Boot Camp) directly to a TV set.
"Instead of using games to gain convergence, Jobs and company may just use music and video to wrap up games into a neat set-top bundle," the report concludes.