Apple Is Looking for Outside Help to Turn the Apple TV Around





The fourth generation Apple TV was expected to be the device that would make Apple #1 in Americans’ living rooms; however, it has fallen short of that mark.

Sales of the Apple TV over the recent Christmas buying season fell flat and there are even rumors that it is well behind where Apple wants to see sales.

This became clear during the recent fourth quarter 2016 earnings calls when Apple’s CEO Tim Cook barely mentioned the Apple TV. During his lengthy introductory remarks Cook took time to mention the iPhone 7, Mac and MacBook computers, the Apple Watch, Apple’s HomeKit and CarPlay programs, relationships with software developers and enterprise customers, and services Apple Pay, Apple Music, and iCloud storage. Even Apple’s new wireless earphones, the AirPods, got a lengthy call out from the boss. But Apple TV was noticeably absent from the conversation.

Now it seems Apple is ready to take a fresh look at the Apple TV and is doing so by hiring Amazon’s former head of the Fire TV, Timothy Twerdahl, who not only ran Amazon’s Fire TV business but also was a former employee at Roku, Motorola, Netflix, and Palm.

Twerdahl is named on numerous patents related to consumer hardware and online TV. He was even hired by Netflix to work on its Netflix Box, which was later turned into the first generation Roku player.

Twerdahl’s will over see the Apple TV but his job title is Vice President Overseeing Apple TV Product Marketing. So whether he will focus on just marketing or will he also get a say in the next generation Apple TV is unknown.

Source: Bloomberg

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