1. An apparatus for the generation and application of a set of rules to transform source content into result content for a content receiving device, the apparatus comprising: a source content area for retrieving the source content; an analyzer for identifying separate elements within the source content and assigning an identifier to each element; a result content area providing selective placement of the elements according to a desired layout; a rule generator for generating a set of transformation rules for transforming the source content into the result content according to their selective placement; and an application device for applying the transformation rules to the source content that is requested by the content receiving device.