The cloud. It’s historical significance, at least when it comes to the heavenly skies, has been a literal battle ground. Take for example the ten-year war amongst the Greek gods, the Titan Battle, the end in which Zeus finally reigns supreme. In the tech world, that mystical cloud we’ve all come to understand as virtual computing has caused its own war between Apple (News - Alert) and Amazon, both of whom want to be your cloud media provider.

While we can’t say this will be a ten-year battle like the one that took place among the Olympian gods, it sure as heck can be just as interesting and significant.

Both companies released in the last week some new products that come from “the cloud,” and what’s at stake right now is, essentially, control over how people purchase and consume books, music and video.

“A major battle is going on among Apple, Google, Facebook, Amazon and Microsoft (News - Alert) for consumer Internet dominance,” Wells Fargo analyst Jason Manyard said as reported by The WSJ. “The battle is about the control of data.”

Apple has announced that iCloud, a set of free cloud services including iTunes in the Cloud, Photo Stream and Documents in the Cloud, will be available on October 12. Apple is counting on moving owners of its various devices to its cloud service. When someone makes a purchase from the iTunes store on one Apple device, it will automatically download to all other registered devices at the same time.

Amazon made its foray into the cloud battle with the introduction of the Kindle Fire tablet. Amazon offers free storage of Kindle books, music and other content bought on its site and Fire owners can also store non-Amazon content on the cloud, as well.

The war, it has been brought.

Jeff Bezos, Amazon's chief executive, said Thursday the tablet enables a service that will wrap the Web, movies, apps, books and games “into a remarkable product offering customers will love.”

When it comes to Apple thought, it’s always a battle royale, and even the analysts say that the competition is not as cohesive when it comes to experience.

“Apple's iCloud is an important new software platform and service that will integrate Apple's customer experiences across their iPhone, iPad, iPod Touch, and Mac products,” said Forrester (News - Alert) analyst Frank Gillett in a blog post. “This first version creates a personal cloud experience of the individual's work, personal, and purchased content being seamlessly available across all their Apple products, in contrast to the fragmented experience of Google (News - Alert), Microsoft and Amazon.”

In the end, it’s all about changing how people buy, store and consume media. It’s also how components work together in unison. The device drives content consumption, which gives the content platform more market power and draws in more content publishers and app developers.

In that regard, who will be the Zeus of the media cloud?