Apple has hired Tim Twerdahl, the former head of Amazon’s Fire TV unit, in an effort to revive its struggling Apple TV business, which has been losing market share to rival streaming content services. Twerdahl reportedly joined Apple this month as VP in charge of product marketing for Apple TV, and the company shifted the unit’s former head to a post responsible for negotiating content deals. Amazon hired Twerdahl in 2013 as general manager of the Amazon Fire unit. Twerdahl previously was a vice president for smartwatch developer WIMM Labs.