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
58 months ago
Excellent. This sounds like just what Apple needs to get the Mac Pro team back on track.
Score: 9 Votes (Like | Disagree)
CarpalMac Avatar
58 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
58 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
58 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
58 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
58 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)

Top Stories

iphone 12 colors 2021

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived last October in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone 12...
original iphone

Phil Schiller Says iPhone Was 'Earth-Shattering' Ten Years Ago and Remains 'Unmatched' Today

Monday January 9, 2017 7:15 am PST by
To commemorate the tenth anniversary of the iPhone, Apple marketing chief Phil Schiller sat down with tech journalist Steven Levy for a wide-ranging interview about the smartphone's past, present, and future. The report first reflects upon the iPhone's lack of support for third-party apps in its first year. The argument inside Apple was split between whether the iPhone should be a closed...
iCloud General Feature

iCloud+'s New Custom Email Domain Feature Now Available in Beta

Wednesday August 25, 2021 7:48 am PDT by
Starting with iOS 15, iPadOS 15, and macOS Monterey, users with a paid iCloud+ storage plan can personalize their iCloud email address with a custom domain name, such as johnny@appleseed.com, and the feature is now available in beta. iCloud+ subscribers interested in setting up a custom email domain can visit the beta.icloud.com website, select "Account Settings" under their name, and select ...
iPhone 13 Dummy Thumbnail 2

Full iPhone 13 Feature Breakdown: Everything Rumors Say We Can Expect

Tuesday August 31, 2021 7:50 am PDT by
With the launch of Apple's iPhone 13 lineup believed to be just a few weeks away, we have compiled all of the coherent rumors from our coverage over the past year to build a full picture of the features and upgrades coming to the company's new smartphones. For clarity, only explicit improvements, upgrades, and new features compared to the iPhone 12 lineup are listed. It is worth noting that...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...
macbook air deals

Deals: Amazon Drops Price of 256GB M1 MacBook Air to New Low of $849.99 ($149 Off)

Friday August 27, 2021 6:16 am PDT by
Amazon today introduced new low prices on the M1 MacBook Air for both 256GB and 512GB storage options. To start, you can get the 256GB model for $849.99, down from an original price of $999.00. Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. Only Silver and Gold are...
maxresdefault

New MacBook Pro Models Coming at WWDC, Suggests Leaker

Monday May 24, 2021 1:27 pm PDT by
New MacBook Pro models are coming at WWDC, according to leaker Jon Prosser who has a mixed track record when it comes to predicting Apple's plans. Subscribe to the MacRumors YouTube channel for more videos. Prosser provided no additional information, but there are new 14 and 16-inch MacBook Pro models in the works. The new MacBook Pros will feature the most radical redesign to the MacBook Pro ...
calculatorapp

iOS 11 Bug: Typing 1+2+3 Quickly in the Calculator App Won't Get You 6

Tuesday October 24, 2017 2:03 pm PDT by
A bug in the built-in Calculator app in iOS 11 is getting some major attention this week, despite the fact that it's been around since iOS 11 was in beta testing. At issue is a calculator animation that causes some symbols to be ignored when calculations are entered in rapid succession. You can try it for yourself: Type 1+2+3 and then the equals sign into the Calculator app quickly. Due to...
maxresdefault

'Being James Bond' Retrospective Will Be Free to Watch Through Apple TV App

Tuesday August 31, 2021 8:25 am PDT by
Update 9/7/21: "Being James Bond" is now available to watch through the Apple TV app. Ahead of the theatrical release of James Bond film "No Time To Die" on October 8 in the United States, a 45-minute retrospective titled "Being James Bond" will be available to watch for free through the Apple TV app, according to Deadline. The story from MGM is said to feature Daniel Craig reflecting ...
ted lasso notchless phone

No, That Notchless iPhone Spotted in 'Ted Lasso' Isn't the iPhone 13

Tuesday August 31, 2021 2:15 am PDT by
Recent sightings of a notchless iPhone in highly popular Apple TV+ comedy "Ted Lasso" have led to sensational headlines suggesting this is a canny bit of product placement on Apple's part and that the iPhone 13 will be notchless. In actuality – and this could go without saying – the phone in question is very likely just showing a poorly superimposed display added in post-production. Notchless ...