Coca-Cola is reportedly in talks with Apple to offer Coke-sponsored content on the iTunes Music Store in the UK. As part of a promotion for its new Coke Zero brand, the company also plans to offer iTunes discounts to consumers. “The deal follows the closure of download site Mycokemusic last week,” notes DigitalBulletin. “The site, which launched in 2004, featured more than 250,000 songs, but music files downloaded from it were not compatible with Apple’s iPod. Music has been one of the key battlegrounds between Coca-Cola and arch-rival Pepsi, and insiders believe the iTunes tie-up could help Coca-Cola maintain its edge in the competitive UK soft-drinks market.” Apple previously launched two massive promotions with Pepsi in the U.S.