Apple today announced that Jamie Erlicht and Zack Van Amburg, two of television’s most creative and successful executives, are joining Apple in newly created positions overseeing all aspects of video programming. Erlicht and Van Amburg will lead video programming worldwide, reporting to Eddy Cue. They join Apple from Sony Pictures Television where they have served as presidents since 2005, and have been responsible for some of the most popular and widely acclaimed programming of the past decade, including favorites such as Breaking Bad and its spinoff Better Call Saul, The Crown, Rescue Me and many more.

Apple is getting serious about video content.