Apple's iTunes content sales and delivery system is already the largest music retailer, having surpassed Wal-Mart last year. Now it looks like Apple is getting ready to take it in a new direction one that appears to be a cloud-based strategy.

The Wall Street Journal reports that Apple is "exploring an overhaul of the way it sells and stores music that is aimed at extending its influence to the Web." A key component in this is the music-streaming service LaLa Media, which Apple (NASDAQ: AAPL) acquired last week.

Numerous reports put the sale price of LaLa at $80 million, but TechCrunch insisted the deal was closer to $17 million.

Apple spokespeople did not return calls for comment.

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