Report: Cue Shuffles Personnel to Focus on Streaming and Advertising

10 MAY 2022 - It sounds like Apple’s head of Services, Eddy “The Butler” Cue has made some personnel moves. Business Insider (via Apple News) says the exec has taken a bit off of one guy’s shoulders and elevated another.

Secret so-and-sos say Peter Stern has been relieved of any duties tied to advertising. He’ll reportedly focus more on the Cupertino-company’s streaming initiatives. According to the piece:

[Apple] is expected to make a play for a raft of sports broadcasting rights, including the NFL's Sunday Ticket and the NBA, when they come up for renewal. Stern, who joined Apple in 2016, previously led Time Warner Cable's internet, phone, video, and “intelligent home” businesses and was involved in acquiring the media rights to the LA Dodgers.

The NFL and NBA could be huge for Apple TV+, meaning Stren’s plate’s kind of full. Leaving advertising with Stern would actually leave his plate overflowing, which is where Todd Teresi comes in. Or, back in. Teresi was the head of Apple’s iAd unit from its introduction in 2010 until it was shuttered in 2016. He’s still been working Apple’s advertising side, though, answering to Stern. “The Services portfolio is too big now, with too many other growing segments,” according to an unnamed insider. “The ad business is big enough to live on its own,” which it will apparently do under Teresi, answering to Stern and Cue.

All of that, again, according to secret people said to know something about something. “An Apple spokesman declined to comment,” according to Business Insider.