Former Amazon Fire TV Chief will now lead Apple TV business

Apple has hired an industry veteran to head its Apple TV business.

According to Bloomberg, Timothy Twerdahl, former Amazon Fire TV,  joined Apple earlier this month as a vice president for product marketing. Twerdahl has a wealth of experience in internet-connected TV devices; he was the General Manager and Director of Amazon’s Fire TV business since 2013. Prior to his career at Amazon, he also worked as an executive at Netflix and later as a Vice President at Roku.

The hiring of Twerdahl allows Pete Distad, who previously held the position, to focus on Apple’s content deal efforts. These moves suggest that Apple is renewing its focus on the Apple TV business, which contributed more than 5-percent of sales in 2016.

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