Expect A Reboot On Apple TV and iTunes Movies — Apple’s Just Landed A Big Fish!

Apple seems to be rearing up to give Spotify a tough time

Apple never goes out of the news. But it is making too many headlines lately, isn’t it?

With the aim of improving its user experience in the ever-improving video content space, Apple has hired Shiva Rajaraman, a stalwart of the field.

As per The Information, it’s received reports that Apple has hired the former YouTube and Spotify executive to better its own video and music efforts.

The man of the hour, Rajaraman has an awe-inspiring profile. He’s worked at senior positions in Google, YouTube, Twitter and then Spotify (where he was last tasked as the Vice President of Product).

Rajaraman would be given the responsibility to improve Apple’s video offerings and other media products like Apple Music with the clear intent to compete with Spotify.

Apple’s CEO, Tim Cook is a shrewd one — he (and previously Jobs) realized the importance of entertainment and related areas — which they both considered to be the major tools for future revenue growth (especially as hardware sales slow over the years). Hiring Rajaraman appears to be a definitive step in this direction.

As per the Information we’ve pieced together (since Apple’s not the most open with such information), Apple’s Eddy Cue, Senior VP of internet and Software Services, will supervise Rajaraman on the various projects that will be assigned to him.

Apple has not been able to come up with an effective, clear strategy regarding its video arsenal. The lack of consensus over one particular strategy regarding videos has lead to frequent debates. Even Apple Music hasn’t really hit the right chords, pun intended.

Interestingly, Apple recently announced two new shows — “Planet of the Apps” and “Carpool Karaoke”. The latter will be launched next month in the new Apple Music section called “TV & Movies.”

This desire to usher into the field of original content is aimed more at getting the upper hand over Spotify, than to yet provide competition to Netflix and Amazon — both of whom spend a billion bucks on the content.

Rajaraman thus, has an important role to play which is in keeping with his previous spot in the lineup. He’s aided YouTube in writing up content partnerships with the likes of Disney. He did something similar at Spotify by helping the company get licensed video content from Disney, Time Warner and NBC.

In the past few years, Apple has failed to reach an agreement with cable TV networks, stalling the much-rumoured streaming TV package (a la Netflix).

However, with this move, and it’s strides in the realm of original content, Apple seems to be rearing up to give Spotify (and subsequently the Big Two) a tough time.

We’re loving it! Who doesn’t love good content?!

Originally published at Chip-Monks.