Twerdahl joined Apple this month, a spokesman for the iPhone maker said. He had been general manager and director of Amazon’s Fire TV business since 2013, according to his LinkedIn profile. At Apple, Twerdahl reports to Greg Joswiak, a vice president in charge of marketing for the iPhone, according to a person familiar with the matter.
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. Pete Distad, who will now help lead those efforts, joined Apple in 2013 after serving as SVP of content distribution at Hulu.
Apple has tried to bolster the popularity of the Apple TV with the release of a new TV app that aims to make watching shows across different apps a more seamless experience. You can learn more about the app here.