iSync to Sync?

I’ve been thinking about this for a while. iPods, iPhones and Apple TVs today use iTunes to sync all their content. Not just music and video, but also things like contacts, calendars, bookmarks, email information and so on. That’s not exactly stuff that iTunes was intended to work with. Sync itself is a pretty big thing at Apple, what with all the new mobile devices they’re making these days. So, instead of continually adding stuff to iTunes so that it can work with this sort of information, why doesn’t Apple just make an app that’s dedicated to syncing?

That is a picture of iSync, Apple’s app for syncing mobile phones with iCal and Address Book contacts. Why couldn’t Apple just modify iSync and make it tap into other databases of information, like photos from iPhoto or audio and video from iTunes?