Apple restructuring services team to focus on streaming and advertising

Apple One Icons Apple
Apple One Icons Apple (Image credit: Apple)

What you need to know

  • Eddy Cue is reportedly shaking up the services team.
  • The executive is restructuring the team in order to focus more heavily on streaming and advertising.
  • Apple is also rumored to be close to introducing a range of new services.

Eddy Cue, Apple's senior vice president of services, has decided to shake some things up.

According to a new report from Business Insider (via MacRumors), the executive is restructuring the services team to focus more on streaming and advertising. Cue reportedly sees both as key areas for growth and has made executive-level changes in order to provide more focus in both areas.

One source said that Apple's advertising business is now "big enough to live on its own."

Cue sees streaming and advertising as areas where there is opportunity for revenue growth, and he has already begun updating the responsibilities of key services executives. Peter Stern, Apple's vice president of services, is no longer handling advertising, giving him more time to focus on video, news, books, iCloud, Fitness+, and Apple One.Todd Teresi, an advertising vice president at Apple, will instead be taking on more responsibility and has been reporting directly to Cue since the beginning of the year. One of the sources who spoke to Business Insider said that Apple's ad business is now "big enough to live on its own."

Apple Tv Plus Mlb Friday Night Baseball Hero

Apple Tv Plus Mlb Friday Night Baseball Hero (Image credit: Apple)

As far as what Apple might be going after with streaming, the report focuses in on sports. Apple TV+, which recently acquired the rights to Friday Night Baseball, is also rumored to potentially serve as the destination for NFL Sunday Ticket and some NBA games.

In addition to Apple's current services lineup, the company is also rumored to be working on a hardware subscription service as well as a "buy now, pay later" financing service through Apple Pay.

Joe Wituschek

Joe Wituschek is a Contributor at iMore. With over ten years in the technology industry, one of them being at Apple, Joe now covers the company for the website. In addition to covering breaking news, Joe also writes editorials and reviews for a range of products. He fell in love with Apple products when he got an iPod nano for Christmas almost twenty years ago. Despite being considered a "heavy" user, he has always preferred the consumer-focused products like the MacBook Air, iPad mini, and iPhone 13 mini. He will fight to the death to keep a mini iPhone in the lineup. In his free time, Joe enjoys video games, movies, photography, running, and basically everything outdoors.