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MyCokeMusic, which was Coca-Cola's attempt at a legitimate music downloads service, only closed last week. One of the reason given was that there was no need for Coca-Cola to run a store given the prevalence of other services, the market leader of which is Apple.

'In 2004, the digital music scene was just developing and the only way for Coke to offer access to music downloads was to open our own store,' ran the statement issued. 'That's not true today and there is no need for Coke to continue to run a store.'

Coca-Cola obviously feels it is better to work alongside the main player in the market, and stick to making sweet sticky drinks, rather than try to compete with the seemingly unbreakable hold on the market of the iPod-iTunes combo.

In the past - back in 2004 - Pepsi and Apple have worked together, with Pepsi running a promotion to give away 100 million songs for free. The iTunes-Pepsi tie-up appeared in a Super Bowl ad.