Apple hires Timothy D. Twerdahl to lead Apple TV product marketing

The Cupertino giant has hired Timothy D. Twerdahl, former head of Amazon’s Fire TV, as Vice President in charge of Apple TV product marketing.

Apple confirmed the report to Bloomberg, saying that Twerdahl joined the company earlier this month.

With significant experience in internet-connected TV devices space, Twerdahl will oversee product marketing for Apple TV. Before working with Amazon for four years, he was an executive at Netflix Inc. and later vice president in charge of consumer devices at Roku.

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.

With Twerdahl's hiring, Pete Distad who previously led the role now will be helping lead Apple’s content deal efforts, headed by Eddy Cue.

Apple's latest hire is focused on strengthening Apple TV and "providing more content for the device, an effort that has been stalled in the past by failed negotiations."

Apple TV, which received the last update in 2015, witnessed a decreased sales on a year-over-year basis from the 2015 holiday quarter to the 2016 holiday quarter. The Apple TV business represents just over 5 percent of revenue for the company, which comes under the category of “other products.”

Twerdahl's experience is expected to bolster Apple’s efforts in video content.