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Published: Thu, February 09, 2017
Hi-Tech | By Lula West

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

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

With such a career background and his work Fire TV, it's not surprising Twerdahl was picked up and will be used in a similar role with Apple. Twerdahl's LinkedIn profile confirms the move.

Twerdahl spent almost four years in charge of Amazon's Fire TV unit, where he served as director and general manager.

Apple has hired Twerdahl as a new vice president. Earlier this year it was revealed that a Carpool Karaoke series, a spin-off of the viral James Corden late-night bit, would appear on Apple Music streaming service this spring. The move could suggest that Apple is renewing its focus on getting more content for the Apple TV, something that it has been struggling with for some time. Netflix doesn't have any set-top boxes of their own, but they are one of the largest streaming content partners for most of the companies that offer streaming media hardware, and Roku is one of those companies. It is also well-known for its voice control functionality and integration.

While AAPL's set-top streamer got a sales push with the release of the new fourth-generation Apple TV in 2015, it wasn't able to maintain that momentum. It represents part of its "other products" category, which generated just 5 percent of the company's sales in fiscal 2016.

Twerdahl comes to Apple with significant experience in internet-connected TV devices. It's thought the failure to secure such deals is the reason Apple's long-rumoured TV streaming service is yet to launch. Before that, he was working with Netflix on the team that was spun out into Roku, and then Twerdhal worked as VP at WIMM labs, the start-up that was acquired by Google in 2013.

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