When Ping was first released last year, very briefly, it was possible to connect your Facebook account to your Ping account to share your Ping activities or find new friends on Ping. This feature was pulled at the eleventh hour due to breakdown in negotiations between Facebook and Apple. Ping launched without support of a major social network to piggyback off of for friend recommendations. Sometime over the past year, and I'm not sure when as I only noticed it recently - which goes to show how often I use Ping, Twitter was added to Ping. Under your Ping account, it is now possible to connect Ping to Twitter to have it share your Ping purchases & likes. Clearly this would not have happened if Apple & Twitter had not formed some sort of relationship and began working together. This brings us to yesterday's announcements where Apple revealed that Twitter will now be deeply integrated into iOS 5. Twitter now sits on the main settings menu alongside items like Mail, Phone and Safari. On the details screen of the Twitter menu, users can log into their Twitter account directly or, if they don't have it, click a button and install Twitter's official Twitter client. That is huge. Apple clearly has doubled down on Twitter. They've integrated Twitter on various send menu's throughout iOS such as in the Camera app or Maps app. Notice they didn't even mention Facebook once during the whole keynote. To me, this sounds a lot like what happened when the original iPhone came out. Apple knew they needed a carrier to launch the iPhone on. They approached Verizon. Negotiations fell through. They turned and found AT&T more receptive and went with their second choice. Apple approached Facebook. Negotiations fell through. They turned to the second biggest social network and found Twitter more receptive and went with their second choice. The only part of the story we don't know yet is, will Facebook come crawling back to Apple in 3 years asking for equal treatment that Twitter got? Maybe. Maybe not. I'm not sure this is as an important issue as being able to carry a handset on your mobile network, but the whole situation just seemed oddly coincidental to me. I think if someone with proper sources could ever discover the details behind all of this, it would make for a good story.