SWISH, the album formerly known as So Help Me God, is currently at the center of a rumor concerning the impending launch of Apple Music — Apple's Beats reboot, reportedly slated for next month. The rumor is frustratingly logical, with Hits Daily Double claiming "there's some chatter that the release will be connected to Apple Music's launch." This purported "chatter" follows the brief moment of speculation surrounding Kanye West's deletion of a series of Tidal tweets — speculation Kanye put to rest when he later tweeted about Tidal's "louder than words" approach to streaming music.

The Daily Double report also reiterates previously denied rumors of West exiting Roc Nation entirely, a seemingly unlikely move for the longtime Roc genius. However, the Apple rumors — especially for Apple purists like myself — propose a future for 'Ye that seems plausible if not downright inevitable. A partnership of some sort between West and Apple — two of our most undeniably prominent cultural tastemakers — would surely prove a fittingly bold pairing, cleverly actualizing much of West's post-Yeezus rhetoric in one swift motion.

Swish, indeed.

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