Apple has hired Shiva Rajaraman, a former YouTube and Spotify executive, to help formulate its video content strategy, according to a report on Friday.

Citing two people familiar with the matter, The Information said that Rajaraman will work on a range of projects under the supervision of Apple's Eddy Cue, senior VP of internet software and services.

youtube apple tv
According to The Information's sources within Apple, the company has yet to nail down its video strategy and disagreements remain among executives about its long-term direction.

Executives have debated how to go forward in video. One idea that has been discussed is to bundle its music, news and book offerings with new video and cable services that could be activated via the iPhone and work on Internet-connected TVs.

Rajaraman's entrance may be able to bring more clarity to Apple's video content approach. According to his LinkedIn profile, he spent eight years at YouTube, operating across a number of roles. "At different times, he ran every individual part of the YouTube team," a former colleague told The Information. Rajaraman also helped YouTube secure content partnerships with the likes of Disney and Time Warner.

Following his YouTube stint, Rajaraman joined Spotify, where he worked between 2014 and 2016, helping to develop alternative content such as podcasts.

Apple has struggled to get its video aspirations off the ground in recent years, following failed efforts to negotiate with cable TV networks over the possibility of a streaming TV package. Apple does have some original video content coming to Apple Music, but a substantive, separate Netflix-style service remains elusive.

Update Aug 17: According to The Information, Rajaraman has left Apple after just four months, having been hired as chief product officer at co-working firm WeWork.

Top Rated Comments

FattyMembrane Avatar
FattyMembrane
54 months ago
Excellent. This sounds like just what Apple needs to get the Mac Pro team back on track.
Score: 9 Votes (Like | Disagree)
WBRacing Avatar
WBRacing
54 months ago
According to The Information's sources within Apple, the company has yet to nail down its video strategy and disagreements remain among executives about its long-term direction
Are we seriously expecting Apple to produce some form of autonomous automobile if they cannot even agree whether to copy Netflix or not?
Score: 4 Votes (Like | Disagree)
Denmac1 Avatar
Denmac1
54 months ago
Eddy Cue: "Look Shiva...I know you're trying to get the ball rolling, but you're under my supervision now; lets take it down a notch. You're starting to make me look bad."
Naw...Eddie doesn't need anyone to make him look bad.....It's the one thing he succeeds at.
Score: 3 Votes (Like | Disagree)
vertical smile Avatar
vertical smile
54 months ago
Apple does have some original video content ('https://www.macrumors.com/2017/01/09/carpool-karaoke-apple-music-different-hosts/') coming to Apple Music, but a substantive, separate Netflix-style service remains elusive.
Trying to compare Apple original content with Netflix's original content would be like comparing the size and quality of a bum's cardboard box home to a skyscraper.

I thought that PotApps sounded kind of interesting when the first rumors about it surfaced, but after watching the trailer, I feel embarrassed for the people involved. It is totally not what I expected.
Score: 2 Votes (Like | Disagree)
Urban Joe Avatar
Urban Joe
54 months ago
Here's an idea... a sitcom named "Apple Knows Best" ...the show that shows what lengths Apple goes to ensure they are always perfect and why 99.9% of consumer requests are wrong. Great for PR don't ya think? Honesty is the best policy.
Score: 2 Votes (Like | Disagree)
HJM.NL Avatar
HJM.NL
54 months ago
YouTube has a strategy??
Yep, advertising and it's quite good at it. I'm happy YouTube exist and I'm also happy it's not run by Apple. If that was the case you had to pay bigtime to upload your movie are watch for fun.
Score: 1 Votes (Like | Disagree)
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