Much has been made lately of the occasional friction between Big Media and Apple. Labels and networks are developing their own delivery systems. However, in the long term prognosis, Apple isn't going away and still has plenty of cards to play, according to Slate.

Despite occasional defections and differences, Apple still accounts for 75 percent of online music sales. Apple remains unsuccessfully challenged. So the question to ask, according to Ivan Askwith, is when differences arise, is who needs whom more and what are Apple's options.

Option #1. Apple could back down. Apple is still the single most coherent place to obtain media, and Apple knows it. Apple doesn't need to back down because the opposition remains disorganized.

Option #2. Networks back down. They're looking for supplemental alternatives, but right now, the focus is on profit, and none are likely to give up the revenue stream from the iTunes Store.

Option #3. No one backs down. In that case, Apple can also explore new strategies. It could work more with artists directly. Apple could develop the Apple TV into a much stronger weapon by including a DVR capability and strongly integrate it to the iPods which have much stronger video capabilities than before. Apple's rapport with customers allows them to become a white knight, a consumer champion if big media were to harshly pull away from Apple. In any case, Apple has success, money and loyal customers. Moreover, Apple's not going away, Ivan Askwith concluded.