Abstract: An apparatus for assigning items of media content as ringtones corresponding to a contact(s) or group(s) of contacts is provided. The apparatus may include a processor and a memory storing executable computer program code that causes the apparatus to at least perform operations including determining an item(s) of media content, among a plurality of items of media content, that was played by the apparatus a highest number of times during a predetermined time period and assigning the item of media content as a ringtone associated with a contact(s) that has communicated with the apparatus. The computer program code may further cause the apparatus to play the data associated with the item of media content in response to receipt of a communication from the contact. Corresponding computer program products and methods are also provided.