Should Netflix and Amazon beware of the onslaught of Apple’s original programming, expected to drop in the coming months? The Cupertino giant has been bulking up on its video production efforts over the last year or so. It has, however, hit the jackpot as today Apple announced that it has managed to onboard two of Sony Pictures’ top TV executives — Jamie Erlicht and Zack Van Amburg to create the upcoming original content at the company.

In an official statement, the Cupertino giant notes that both the executives will report directly to Eddy Cure, Apple’s Senior VP of Internet Software and Services. They’ve now decided to have a change in scenery after the twelve-year long stint at Sony Pictures, which will come to an end later this summer. Erlicht and Amburg would take up new positions as co-heads of video programming worldwide for Apple. Cue comments on roping in such experienced executives as under:

Jamie and Zack are two of the most talented TV executives in the world and have been instrumental in making this the golden age of television. We have exciting plans in store for customers and can’t wait for them to bring their expertise to Apple — there is much more to come.

The duo of TV executives had been appointed as presidents of Sony Pictures Television since 2005. As mentioned in the blog post, they’ve been associated with some of the well-known original series, which has given the media company an important boost, over the past few years. These include favorites such as Breaking Bad and its spinoff Better Call Saul, The Crown, Rescue Me, and many more. The shows produced by them for over-the-top video streaming services has bagged them 36 Emmys and dozens of Golden Globes, AFI and WGA awards.

Talking about this new journey, Jamie Erlicht in a statement said:

It will be an honor to be part of the Apple team. We want to bring to video what Apple has been so successful with in their other services and consumer products — unparalleled quality.

Zack Van Amburg continues to talk about in a statement as under:

Apple has a relentless focus on delighting customers with their products. We will bring that same intention to Apple’s programming and we could not be more excited about what lies ahead.

This further reaffirms the Cupertino giant’s commitment towards its original programming efforts, which have just recently made its official debut. At its Worldwide Developers Conference at the beginning of this month, Apple released its first original series in the form of Planet of the Apps, a flashy Shark Tank rip-off with an escalator (yes, they did decide to go all out). Cupertino has also announced that its adaptation of James Cordon’s Carpool Karaoke will be released on August 8.

However, the highlight of the tech giant’s original content production efforts, which include both web series and films, will have to be its availability on Apple Music. Instead of making its users opt-in for another subscription to watch its original content, Apple is betting on its paid streaming service (around $10 per month) for the same. It believes that the amalgamation of their music, as well video streaming efforts, into a single app will draw even more subscribers — which currently stand at close to 27 million.

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