Following Netflix’s lead, Apple is reportedly willing to pay for better content delivery which makes them the next player up to bat against net neutrality. But the technology giant is said to be negotiating with various internet service providers (ISPs) whereas Netflix has only made a deal with Comcast – so far.

The reports on Apple are based off of talk about frustration with the quality of their iCloud service which seems to be resulting in a plan to build their own content delivery network – where they would be able to place a server in multiple local locations rather than in one, central location. Considering that Apple distributes software updates, apps and media via the internet, this would make sense. Does it justify jeopardizing their customers’ right to net neutrality though?

The FCC has been tasked with deciding whether or not companies should have the power to pay ISPs in order to affect the streaming delivery of their competitors. Net neutrality is seen by some as a consumer’s right. Take Google for example; the company announced that from an ISP perspective, they will not be making any deals that affect their customers’ net neutrality. Although Google’s Fiber ISP is currently only available in Kansas City and Provo, Utah, this is quite a big statement and makes their standpoint on the issue clear.

However, a new report by Frost & Sullivan says the FCC’s involvement may be too little, too late. They report that content providers such as Amazon, Facebook, Netflix, Apple and even Google (as a content provider in this case, not as an ISP as mentioned above) have already made deals with multiple ISPs like AT&T, Comcast, Verizon and Sprint.