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Apple announces new hires to strengthen original programming

Apple has announced two new appointments to expand further in video programming. Former Sony Pictures Television executives Jamie Erlicht and Zack Van Amburg will lead video programming worldwide.

Erlicht and Amburg have been responsible for highly successful shows such as Breaking Bad and its spinoff Better Call Saul, The Crown and Rescue Me. They have extensive expertise producing television for global audiences and creating programming for a wide range of services including shows for Amazon, Hulu and Netflix.

Apple has dabbled with original programming, commissioning a couple of original series for Apple Music, its streaming music platform. The iPhone maker launched its first video production, the series Planet of the Apps earlier this month.