Method and apparatus for providing content items to a network accessible device responsive to a rotational orientation of the device. In accordance with some embodiments, a first rotational orientation of a display screen of the network accessible device is identified. A first content item is transferred across a network for display on the screen in said first orientation responsive to a request from the device. A change of the display screen to a different, second rotation orientation is detected. A second content item for display on the screen in said second rotational orientation is transferred across the network to the device responsive to said change of the display screen to the second orientation.