Apple Hires Former YouTube and Spotify Executive Amidst of Its Focus on Video Content


Apple is looking to bring more content to its platforms and in its efforts, the company has hired Shiva Rajaraman. The company continues to ramp up its interest and focus on video content and according to reports from The Information, the Cupertino giant has recently hired Rajaraman to work on the company's music and video efforts. Let's dive in to see some more details on the subject.

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The services sector is one of the major priorities for Apple. Rajaraman has no business in the smartphone category bit will contribute his efforts in the services sector of the company. Shiva Rajaraman is a veteran product manager who first worked at Google and then Spotify.

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Apple's revenue from e-commerce or services business has recently excelled that includes the App Store, iBooks and Apple Music. According to the report, Rajaraman will report to the company's senior vice president, Eddy Cue. While the new hiring does not point at anything in specific, it is clear that the company wants to use his expertise in the music streaming business.

It is said that, over at Apple, he will work with a variety of products. Henceforth, there are still a handful of unanswered questions on the table. There are various aspects on how Apple can improve its music  streaming service and probably Rajaraman could pinch in some new ideas.

While Apple has yet to nail down its strategy for video content, there are certain disagreements among executives about the category's 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.

In terms of video content, the addition of Rajaraman on the team could possibly bring more clarity with respect to video content. The Cupertino tech titan was long said to be in works to develop a streaming TV package like YouTube TV or DirectTV Now. However, the company's efforts went to waste as Apple struggled to negotiate with cable networks.

If not now, the company will soon settle down on a video content approach. With all the hiring and inflow of expertise, we will see the impacts soon. There will be more to the story, so do stay tuned with us.

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This is it for now, folks. What are your thoughts on Apple hiring Shiva Rajaraman? Share your thoughts with us in the comments.