Apple appointed heads for video unit

In June 2017, Apple Inc. appointed Jamie Erlicht and Zack Van Amburg to lead its newly formed worldwide video programming unit, marking an expansion of the company’s efforts in original content. The two executives joined Apple from Sony Pictures Television, where they had served as presidents and oversaw productions including Breaking Bad, Better Call Saul, and The Crown. At Apple, they reported to Eddy Cue, Senior Vice President of Internet Software and Services, and were tasked with overseeing development, acquisition, and production of original video content. Apple stated that Erlicht and Van Amburg would manage all aspects of global video programming as the company expanded into scripted entertainment. Their appointment came as Apple increased investment in original series and began building a content strategy that would later evolve into the Apple TV+ streaming service. The executives were given responsibility for working with creators, studios, and production partners to develop programming for Apple’s platforms. Following their appointment, Apple announced several early projects, including a drama series starring Jennifer Aniston and Reese Witherspoon that later became The Morning Show, as well as a revival of the anthology series Amazing Stories. These developments formed part of Apple’s broader move into original streaming content, positioning the company alongside other subscription video platforms offering exclusive programming.