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
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
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
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
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
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
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)

Top Stories

tile sticker e1570533758981

Tile CEO: 'We Welcome Competition From Apple, But We Think It Needs to Be Fair'

Tuesday May 4, 2021 9:51 am PDT by
Just after Apple announced its AirTags, Tile CEO CJ Prober relayed his concerns about competing with Apple in the tracking space, and said that Tile would ask Congress to investigate Apple's business practices specific to Find My and item trackers. Prober this week did an interview with Bloomberg, where he further expanded on Tile's complaints about Apple and why he feels that Tile is...
signal instagram ads3

Signal Shares the Instagram Ads Facebook Doesn't Want You to See

Wednesday May 5, 2021 1:29 am PDT by
Encrypted messaging app Signal has had a series of Instagram ads blocked from the social media platform, after it attempted to show users how much data the Facebook-owned company collects about them and how it's used to push targeted ads. In a blog post, Signal described how it generated the ads to show users why they were seeing them, simply by declaring upfront the information that the...
tracking disabled ios 14 5

Analytics Suggest 96% of Users Leave App Tracking Disabled in iOS 14.5

Friday May 7, 2021 1:51 am PDT by
An early look at an ongoing analysis of Apple's App Tracking Transparency suggests that the vast majority of iPhone users are leaving app tracking disabled since the feature went live on April 26 with the release of iOS 14.5. According to the latest data from analytics firm Flurry, just 4% of iPhone users in the U.S. have actively chosen to opt into app tracking after updating their device...
fortnite apple logo 2

Epic CEO Tim Sweeney Admits App Store's 30% Cut Is Similar to Consoles, Would Have Accepted Special Deal With Apple

Tuesday May 4, 2021 1:54 pm PDT by
Apple's legal battle with Epic Games is continuing on, and during the second day of the trial, Epic Games' CEO Tim Sweeney continued his testimony against Apple. Sweeney was grilled by Apple's lawyers, and made several points seemingly favorable to Apple. In addition to mentioning how he prefers Apple's iPhone and values Apple's privacy policies that he's aiming to dismantle, Sweeney...
snapchat dark mode

Snapchat Rolls Out Dark Mode on iOS

Wednesday May 5, 2021 1:17 am PDT by
Nearly two years following the release of iOS and iPadOS 13, which included native, built-in, and systemwide dark mode, Snapchat, one of the world's most prominent social media networks, has finally rolled out a dark mode theme for iOS users. Snapchat began testing a dark mode theme of its app design late last year with a small group of iOS users. Now, Snapchat says that as of this week, it...
netflix sign up

Apple Discussed 'Punitive Measures' Against Netflix for Dropping In-App Purchases

Wednesday May 5, 2021 11:03 am PDT by
As the Epic Games v. Apple trial progresses into its third day, Apple's internal documents and communications with various companies are continuing to surface, giving us some insight into the dealings that Apple has had around the App Store. Back in December 2018, Netflix stopped offering in-app subscription options for new or resubscribing members and instead began requiring them to sign up ...
iphone 12 preorder purple

Apple Begins Transition to Randomized Serial Numbers With Purple iPhone 12

Wednesday May 5, 2021 9:17 am PDT by
MacRumors previously reported about Apple's plan to switch to randomized serial numbers for future products starting in early 2021, and this transition has now started with the new purple iPhone 12 model in multiple countries. With assistance from Aaron Zollo, host of the YouTube channel ZolloTech, we can confirm that the purple iPhone 12 released last month has a new 10-character serial...
airtag 1

AirTag Anti-Stalking Measures 'Just Aren't Sufficient' Says Washington Post Report

Wednesday May 5, 2021 6:03 pm PDT by
The safeguards that Apple built into AirTags to prevent them from being used to track someone "just aren't sufficient," The Washington Post's Geoffrey Fowler said today in a report investigating how AirTags can be used for covert stalking. Fowler planted an AirTag on himself and teamed up with a colleague to be pretend stalked, and he came to the conclusion that the AirTags are a "new means...
iphone 13 pro max dummy notch

iPhone 13 Pro Max Dummy Model Depicts Smaller Notch

Tuesday May 4, 2021 1:08 pm PDT by
Apple's iPhone 13 models are expected to feature a slimmed down notch, marking the first major change to the TrueDepth camera system since it was introduced in the 2017 iPhone X. We're still months away from the launch of the iPhone 13, but Lewis Hilsenteger of Unbox Therapy managed to get an iPhone 13 Pro Max dummy model that represents what we can expect from the new 2021 device. Dummy...
iPad Pro July Shipping

12.9-Inch iPad Pro Now Delivers as Late as Mid-July

Wednesday May 5, 2021 7:10 am PDT by
While the new 12.9-inch iPad Pro is set to launch in the second half of May, orders placed today are estimated for delivery as late as mid-July on Apple's online store in the United States — some two months later. The new 11-inch iPad Pro is faring better so far, with some configurations available for delivery in the last week of May. The new 12.9-inch iPad Pro features a Liquid Retina XDR ...