Hi Muppetman, thanks for the compliment
I don't pretend to be an expert in this field and each sport is different. In terms of something like the Premier League, I can't see the League wanting to be tied to one hardware or software manufacturer for the majority of its matches. That is one factor which has helped ensure BT Sport is on Virgin; the League wanted it to be on as many platforms as possible. And if you just ended up with two rights owners for lots of territories then it's quite risky for the sports rights owners.
I could see companies like Apple and Google interested in lesser rights, eg goal clips, highlights etc but at the moment they're quite US-focussed; Apple TV doesn't even have the UK catch-up services. And even then you get into the debate about who owns the customer relationship - the device manufacturer or the mobile network!