There’s a quick Recode note by Tess Townsend pointing out Apple’s huge advantage over Google: they can quickly deploy new features across all of their devices. So, even a mediocre augmented reality feature would catch fire among Apple users well before it could with Google’s Android. (Apple pointed out at WWDC: 86% of iOS users have the current software, iOS 10, while only 7% have Android 7.)

This reminded me of the entire content-distribution “debate” and the mergers we’re seeing lately between the two types of companies. This Google vs. Apple AR metaphor makes it much easier to see why it’s good for content businesses to join distribution pipes (aside from the obvious data and advertising synergies).

Theoretically, Verizon can use its pipes, retail stores and devices to quickly seed new content from HuffPo, TechCrunch and content arms of AOL/Yahoo. And a new combined AT&T + Warner could launch new shows and franchises the same way. They don’t have to wait for the right cable channel to say yes or for the right network slot to open up. Then, once the show or brand or character or channel has earned a following or gained momentum, they can force their competitors to carry it or license it. Just like Apple can quickly deploy new features, a content + distribution co can quickly deploy new IP. So, whether it’s an AR revolution or the next Game of Thrones, those that own distribution are still in the driver’s seat.