Apple is looking for someone to lead its video programming strategy efforts, The Information reports. People familiar with the matter said Apple has talked to former HBO programming head Michael Lombardo, who left HBO early last year to focus on his own production projects. Sources at Apple claim the company is actively looking to fill the role, but what types of video content viewers could end up getting from the arrangement is still an open question. Apple has been all over the place with its video strategy, often publicly claiming its video moves are simply made to boost Apple Music while continuing to discuss possible deals with the likes of Paramount Pictures and Sony, all the while adding that the company isn’t ruling any kind of video content out if they find it interesting. Some of the discord stems from several Apple executives — including Eddy Cue, SVP of Internet Software and Services, Robert Kondrk, VP of Apple Content and Media Apps, and Apple Music chief Jimmy Iovine — all working to arrange their own exclusive deals, which may be why the company is looking to put one person at the helm.