Dive Brief:

• Once rivals, IBM and Apple are now working together.IBM executives believe working with Apple may help the 104-year-old company reinvent itself.

• Behemoth IBM has had a difficult time competing with startups when it comes to IT services. As a result, the company has faced steadily declining revenues and is now looking for a variety of ways to reinvent itself. Company executives hope partnering with hipper IT companies like Apple and Facebook may help.

• IBM saw a continued drop in hardware and software sales last quarter, and revenue overall has declined for the past 13 quarters.

Dive Insight:

The question facing IBM, according to CIO Jeff Smith, is: “Can we have the innovation of the best, smallest companies and the scale of IBM, and figure out a way to turn culture into a competitive advantage?”

IBM is also looking at ways to return the favor. The company, which may soon officially be the world’s largest corporate user of MacBooks, is introducing a new service designed to help other companies adopt Macs.