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Amazon Fire TV chief jumps ship to Apple TV

09 February 2017

However, it looks as though AAPL is turning its focus once again to its often neglected set-top streamer.

Interestingly, the news indicates that Apple is focusing more toward Apple TV and on offering more quality content for the device.

Timothy Twerdahl, a former director of Amazon's Fire TV business has left the online retail giant to become the vice president of marketing for Apple's Apple TV business. With Twerdahl now having moved to Apple, which reportedly happened as of this month though it wasn't mentioned exactly when, Amazon will have to look at replacing Twerdahl if they haven't already done so.

The hire is the latest of Apple's moves in the streaming space.

Twerdahl had been at Amazon since 2013, where he successfully launched the company's Fire TV media streaming box. (NASDAQ: NFLX ) and a vice president overseeing consumer devices at Roku. Therefore, the company is conscious about revenue from other segments, which included Apple TV.

But in past year, Apple TV has struggled to grow.

Distad is also nicely fit for his new position, as his combined efforts of running the Apple TV division before Twerdahl and having a role at Hulu in the past should help make securing the content deals an easier task. The last hardware update for the set-top device was released in 2015, but sales decreased year-over-year from the 2015 holiday quarter to the 2016 holiday quarter, Apple Chief Financial Officer Luca Maestri said last week in an interview. Moreover, the so-called "skinny bundle" has not yet managed to claim much sales in the streaming box market as Roku, Microsoft's Xbox or Amazon's Fire TV. The sales of which have been decreasing since 2015.

Amazon Fire TV chief jumps ship to Apple TV