Apple has hired former Amazon Fire TV head Timothy D. Twerdahl to run its Apple TV business. He will be in charge of both product and marketing, according to a new report, and he will report to Greg Joswiak, vice president of product marketing for iOS, iPhone, and iPad.
“The moves suggest a renewed focus on the Apple TV and on providing more content for the device, an effort that has been stalled in the past by failed negotiations,” says Bloomberg, which was first to report Twerdahl’s switch.
Apple confirmed that Twerdahl joined the company this month after four years in charger of the Fire TV business. Apple’s former TV boss, Pete Distad, will now be responsible for negotiating media content deals under Eddy Cue, senior vice president of services.
Apple TV is still a very minor business for Apple. It represents part of its “other products” category, which generated just 5 percent of the company’s sales in fiscal 2016. However, the company has long been trying to make the device much more significant.
After launching the tvOS App Store, Apple has focused its efforts on making third-party content easily accessible on the device. Its new TV app lets users enjoy cable shows from the likes of HBO, NBC, Hallmark, Syfy, and many more.
Apple has also been developing exclusive content of its own in the same vein as Amazon and Netflix.
Prior to his role at Amazon, Twerdahl was an executive at Netflix and later a vice president at Roku. He has “significant experience in internet-connected TV devices,” Bloomberg adds, and could be just the man Apple needs to move Apple TV forward.