Apple has recruited Timothy Twerdahl, the former head of Amazon’s Fire TV unit, to be the new vice president heading up Apple TV’s product marketing, Bloomberg reports. The move has pushed out the role’s former occupant, Pete Distad, who sources say will now be working with Eddy Cue on Apple’s ongoing efforts to secure new streams of content. Twerdahl brings plenty of experience in the streaming content and set-top device industry, spending time as an executive at Netflix and vice president at Roku before he landed at Amazon.