potinsnews.com March 25, 2017

Apple hires Amazon Fire TV boss to head up Apple TV division

09 February 2017, 12:33 | Marty Hughes

Apple Hires Amazon's Fire TV Head to Run Apple TV Business

Apple TV hands-on review

But all this could be set to change, thanks to a fresh hire at Apple HQ that sees former Amazon Fire TV head Timothy Twerdahl take the reins of the company's set-top box business.

Twerdahl had been at Amazon since 2013, where he successfully launched the company's Fire TV media streaming box.

At Apple, Twerdahl will report to Greg Joswiak, the vice president in charge of marketing for the iPhone, according to a person familiar with the matter.

However, the tech bellwether has been witnessing a drop in sales on a year-over-year basis after the 2015 December quarter. Prior to his tenure at Amazon, he was an executive at Netflix Inc. and later became a vice president in charge of consumer devices at Roku.

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Apple is bringing some new blood to lead the struggling Apple TV division. Twerdahl's LinkedIn page says he joined Apple this month.

In other words, the new Apple TV boss previously headed up the top two competing video streamers and had a senior position with the world's number one video streaming service. His hiring shows that despite the fact Apple hasn't refreshed the hardware since 2015, the firm is keen to assign resources to Apple TV. Currently, Apple TV is under the catchall category, which all covers accessories, dongles, and the Apple Watch. Apple TV has been hampered by its relatively high price and lack of support for Amazon Video and Spotify, the researcher said.

Apple is known to be investing in original TV content, though in the short term it has its sights set on differentiating itself from music streaming service Spotify rather than becoming a true TV and film content rival to Netflix. While the box keeps improving year after year, it's still behind the competition from Amazon's Fire TV.

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