Apple hired a veteran product manager from YouTube and Spotify to boost its video platform

Apple has hired veteran product manager Shiva Rajaraman, who was most recently at Spotify, to boost its video offering and help it to compete with companies like Netflix and Amazon, The Information reports.

In addition to Apple’s video offering, Rajaraman will reportedly also be tasked with improving the user experience and aesthetics of other Apple media products, including Apple Music, which competes directly with Spotify. Apple News and books are other areas he may end up focusing on.

Rajaraman will report to Eddy Cue, Apple’s senior vice president of internet software and services, according to The Information. The move looks like a further bolstering of Apple’s media, entertainment, and related services businesses. CEO Tim Cook has repeatedly emphasised that those sections are where much of Apple’s future revenue growth will come from.

Rajaraman has been a product manager since 2000, working in senior roles for companies like Google, YouTube, Twitter, and Spotify, along the way.

Rajaraman was responsible for helping to launch its own music subscription service. One former YouTuber told Business Insider in August 2014 that Rajaraman was fun and charming, with great interpersonal skills.

His most recent position was VP of product at Spotify in Stockholm, Sweden, where he worked from August 2014 to September 2016.

Since then he has been on “A little break” working for “Just me,” according to his LinkedIn profile.

Apple has poached several other people in recent months to work on its video offering, according to The Information.

Rajaraman and Apple did not immediately respond to Business Insider’s request for comment.

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