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Apple just got serious about battling Netflix and Amazon in the UK

Apple looks like it’s gearing up to take on Amazon and Netflix in the streaming world, as well as challenge traditional broadcasters by hiring top UK TV executive Jay Hunt.

Hunt has been snapped up by Apple after she quit Channel 4 as the chief creative officer due to missing out on the broadcaster’s top job of CEO back in June.

With credits like BBC hits Sherlock, Luther and Humans, along with spearheading deals to bring US TV shows like The Handmaid’s Tale to the UK, Hunt has impressive credentials.

She will now add the role of creative director for Apple’s European video operations to her CV.

For Apple, it signals that Cupertino is serious about pushing deeper into the world of film and TV production, to go alongside its Apple TV box, which now supports 4K content.

Apple’s involvement in TV and film production has been pretty minor, with shows like Planet of the Apps acting as a minor aside to its main iTunes service and Apple Music streaming service.

But back in August, Apple committed $1bn to create Hollywood-style original programmes, and the hiring of Hunt appears to be part of that move into movies and television production and streaming.

Of course, Apple is being tight-lipped about its plans for TV and film production. But it would makes sense for Cupertino to push into the arena as Google is already there with its YouTube Red service, which produces advertising free movies and shows for subscribers, and Facebook has its Watch online TV service, which launched in the US in August.

So it wouldn’t be surprising to see original Apple-produced movies, TV shows and videos provided through a streaming service in the near-future.

Related: Netflix vs Amazon 

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