×
You will be redirected back to your article in seconds

Apple Hires Timothy Twerdahl, Former GM of Amazon Fire TV, to Run Apple TV Marketing

Timothy Twerdahl, who led Amazon’s Fire TV set-top group for almost four years, has joined Apple as a vice president — where he will head up marketing for Apple TV, Bloomberg reported.

Apple and Amazon reps did not respond to requests for comment.

Twerdahl, who’s also worked in senior roles at Roku, Netflix and Motorola, joined Apple in the San Francisco Bay Area earlier this month, according to his LinkedIn profile. At Apple, Twerdahl reports to Greg Joswiak, VP of iPhone and iOS product marketing, per the Bloomberg report.

Apple hasn’t disclosed sales volumes for Apple TV since March 2015, when the company said it had shipped more than 25 million of the devices worldwide to date. The first Apple TV was launched in 2007, and the tech giant rolled out the current fourth-generation version of the set-top in the fall of 2015. The Apple TV costs $150 with 32 gigabytes of storage or $200 with 64 GB.

But in past year, Apple TV has struggled to grow. There were 20.5 million Apple TV users in the U.S. as of October 2016, and that’s projected to grow to just 25.8 million by 2020, according to estimates from research firm eMarketer. Apple TV has been hampered by its relatively high price and lack of support for Amazon Video and Spotify, the researcher said.

By contrast, the $90 Amazon Fire TV — Twerdahl’s former baby — is the fastest-growing connected-TV device in the market, and in 2017 will surpass Roku in terms of users, according to eMarketer’s forecasts. Fire TV is expected to nearly double its installed base by 2020, to capture 27% U.S. market share versus Google’s Chromecast at 29.5%, Roku at 22.7% and Apple TV at 12.8%.

Meanwhile, Twerdahl comes to Apple amid its ongoing feud with Amazon over digital video and devices. In the fall of 2015, Amazon stopped selling Apple TVs (as well as Chromecast dongles) and instead displays Fire TV in search results. The e-commerce company said that’s because it wants to feature only streaming devices that “interact well” with Amazon Prime Video, but the standoff may have more to do with Amazon balking at the app store policies of Apple and Google.

With Twerdahl’s hire, Pete Distad — the exec who has led Apple TV marketing since joining from Hulu in 2013 — will shift to focus to content deals under Eddy Cue, SVP of internet software and services, Bloomberg reported, citing an anonymous source. Apple has embarked on a new effort to procure or produce original scripted TV shows and possibly movies for the Apple Music subscription service, according to a Wall Street Journal report last month.

More Digital

  • Streaming Powers U.S. Latin Music Market

    Streaming Powers U.S. Latin Music Market to 18% Growth

    The U.S. Latin music business experienced its second year of double-digit growth in 2018, driven almost entirely by streaming, according to the RIAA’s year-end report. The Latin market grew 18% in 2018 to $413 million, driven by a nearly 50% growth in revenues from paid subscriptions, the report says. Streaming formats made up a whopping [...]

  • Editorial use only. No book cover

    Entertainment One, Universal to Partner on Home Entertainment

    Entertainment One and Universal Pictures Home Entertainment have signed a multi-year, multi-territory distribution agreement. UPHE will serve as the home entertainment distributor of eOne’s offerings across both physical and digital formats. The pact covers film, television, and select family content and includes all sales, marketing, and distribution, spanning the U.S., Canada, U.K., Germany, Spain, Australia, [...]

  • 'Darkwood' Delivers Surreal Horror to Nintendo

    'Darkwood' Delivers Surreal Horror to Nintendo Switch

    “Darkwood” is the sort of game you might not expect to find on the Nintendo Switch: It’s dark, violent, and immensely unsettling. But the top-down survival horror title is also an excellent fit for the platform, the sort of evocative experience that a player can methodically pick at in short stints, or sink into for [...]

  • MLB All-Star Game

    T-Mobile’s MLB.tv Subscription Giveaway Available Now

    T-Mobile is once again giving its customers free access to MLB.tv, Major League Baseball’s streaming service. The telco began giving away access to the streaming service Tuesday; anyone interested in signing up has until April 1 to do so. MLB.tv allows subscribers to stream regular season games on mobile and TV connected devices, and is [...]

  • The Federal Trade Commission building in

    FTC to Examine Privacy Practices of Major Internet Providers

    WASHINGTON — The Federal Trade Commission said it is launching an examination of the privacy practices of major internet providers including AT&T, Verizon, and Comcast to study how they use consumer information. Capitol Hill lawmakers have been giving added scrutiny to the tech industry’s use of consumer data for more than a year, but much [...]

  • Jessica Rodriguez Strictly Business Podcast

    Listen: Univision's Jessica Rodriguez on Shaking Up a Traditional TV Brand

    With new leadership in place at Univision, the network is evolving in ways its fast-growing Hispanic audience in the U.S. might find surprising. Look no further than the broadcaster’s primetime schedule, according to Jessica Rodriguez, CMO of Univision Communications and president/COO of Univision Networks, who relied on audience research to shake up traditional notions of [...]

  • Electronic Arts Logo

    EA Laying Off 350 People, About 4% of Staff

    Electronic Arts is laying off about 350 of its 9,000-person staff, CEO Andrew Wilson announced in a blog post on its website Tuesday. In the brief, open letter, Wilson noted that the move was made to “address our challenges and prepare for the opportunities ahead,” and to “better deliver on our commitments, refine our organization [...]

More From Our Brands

Access exclusive content