Apple has hired two of Hollywood’s best known studio executives as it poaches the co-presidents of Sony Pictures Television (SPT) Jamie Erlicht and Zack Van Amburg. The pair take new positions running worldwide video programming.

SPT has been behind some of the biggest recent TV hits including Breaking Bad and The Crown.

Erlicht and Van Amburg will report to Eddy Cue, Apple’s senior vice president for software and services.

Erlicht said that Apple wanted programming of “unparalleled quality”. Hollywood will interpret those words as meaning that Apple is ready to spend.

“Jamie and Zack are two of the most talented TV executives in the world and have been instrumental in making this the golden age of television,” said Cue. “We have exciting plans in store for customers and can’t wait for them to bring their expertise to Apple — there is much more to come.”

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