TV executives Jamie Erlicht and Zack Van Amburg to join Apple

Apple yesterday announced that television executives Jamie Erlicht and Zack Van Amburg will join the company to help create original video programming. The two will lead Apple's video programming efforts globally and report to senior vice president of internet software and services, Eddy Cue.

Erlicht and Van Amburg will join Apple from Sony Pictures Television, where they were presidents of the company, since 2005 and helped produce shows like AMC's Breaking Bad and Better Call Saul, Netflix's The Crown, Amazon's Sneaky Pete, and more.

Erlicht added that he and Van Amburg would try to create content of "unparalleled quality," matching Apple's success in its other product categories.

''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.''

''It will be an honor to be part of the Apple team,'' said Jamie Erlicht. ''We want to bring to video what Apple has been so successful with, in their other services and consumer products - unparalleled quality.''

Apple did not, however, elaborate on its strategy, and did not offer details like how many shows it planned to distribute, how much it will spend and where the programming will be available.

According to commentators, the company was playing in an increasingly competitive field. Amazon.com Inc and Netflix Inc had invested billions of dollars in award-winning comedies and dramas featuring A-list Hollywood stars.

Also, social media company Facebook Inc had signed deals with millennial-focused news and entertainment creators, including Vox and BuzzFeed, to make shows for its upcoming video service.

According to commentators, Apple had one huge advantage over rivals - 1 billion iPhones, iPads and other devices that ran Apple's mobile operating system and offered a broad distribution platform.