Facebook and Apple Together at Last?

Apple

chief Tim Cook has hinted that Facebook

integration is coming.

To be clear, Cook's exact quote (from the

) was this: "Facebook is a great company. I have great appreciation for them. I think the relationship is very solid. We have great respect for them. I think we can do more with them. Just stay tuned on this one." Those last six words -- "Just stay tuned on this one" -- quickly got the attention of the media.

led with the headline, "Apple's Tim Cook Hints at Deeper Facebook Ties, Enhanced Siri."

led with the opposite, putting Siri first in its headline: "Tim Cook: Apple doubling-down on Siri, 'stay tuned' on Facebook developments."

did the same: "Siri and Facebook Experience Improvements Coming to iPhone, Says Apple CEO Tim Cook."

decided to focus solely on Apple's presumed integration with Facebook, writing, "Apple chief Tim Cook hints at end to Facebook feud." Is this a reason to get excited? While the Facebook hints are more surprising than the hype for the teased improvements coming to Siri (which we can only assume will coincide with the release of the iPhone 5), Cook's comments on Siri are rather predictable for a corporate exec in his position. “Customers love it," said Cook, ignoring the comments of Walt Mossberg, who said that when Siri works it's great, but it doesn't work a lot of the time. "It's one of the most popular features of iPhone 4S," Cook continued. "But there's more that it can do, and we have a lot of people working on this. And I think you will be really pleased with some of the things you'll see over the coming months on this. We have some cool ideas about what Siri can do. We have a lot going on on this." Was this really an extraordinary thing for a CEO to say? Siri is still in beta, so we knew that it could only get better with time. If Cook had gotten more specific and mentioned an area where Apple is aiming to improve Siri, the media hoopla that followed would have made sense. Nonetheless, Cook remained vague. But that didn't stop a plethora of bloggers and tech reporters from turning this molehill into a mountain.