Apple’s Push Into TV Land Bolstered By Hiring Ex-Time Warner Cable Exec

Apple recently hired Peter Stern, a former executive at Time Warner Cable, to become a VP for the tech giant’s cloud service. It’s also the case that Apple’s cloud service includes the paid subscription offering that streams music right now and possibly TV episodes or movies in the future. Stern’s appointment is being taken as a strong indication that Apple is gearing up to take on major cable companies once again.

According to the Wall Street Journal, a spokesperson for Apple already confirmed the hiring of Stern. A person familiar with the matter also informed the publication that Stern will be working under Eddy Cue, the senior vice president of internet software and services at Apple.

For those who may remember the news a few weeks back regarding the disastrous outcome of Apple’s negotiation with major TV network executives, Eddy Cue played a big role in practically stalling the talks. Cue reportedly pressed too hard and made demands that the networks could not agree to.

Now, the company has Stern, who is a proven veteran in the cable industry. Before leaving Time Warner Cable, he was instrumental in helping the company regain a significant number of lost subscribers via a more customer-focused strategy. Stern also helped stave off multiple attempts for a takeover, though the company was finally bought by Charter Communications Inc. in the end.

During his tenure as an important cable figure, Stern was a strong advocate of providing customers with app options instead of sticking to the leasing of proprietary TV set-top boxes. This makes him an even more suitable addition to Apple’s more forward-looking approach.

As of right now, Apple TV is reportedly not a priority for the company, Business Insider notes. However, hiring Stern could mean a serious pivot to revisit the idea of streaming episodes or movies via Apple apps and devices.