Apple is getting serious about original programming. First, it brought legendary Hollywood director Steven Spielberg on board to make an original show.
Now, it's looking to dominate programming in Britain, by hiring executive Jay Hunt from Channel 4.
Hunt was largely responsible for poaching 'The Great British Bake Off' from the BBC. She has previously served at Channel 5, and as controller of BBC One.
She will lead a new programme commissioning team in London.
It's part of Apple's $1 billion push into original programming, in a bid to compete with Netflix and Amazon.
Though it will have some way to go to compete with the former. This year alone, Netflix is investing £7 billion into original content. Next year, it will release 80 original films.
Apple, meanwhile, has struggled on the original content side. Its efforts have been poorly received so far.
'Carpool Karaoke', a spinoff from 'The Late Late Show with James Corden' has lacked Corden for most of its run, while 'Planet of the Apps' – a reality show about app makers, a bit like 'Shark Tank' or 'Dragons' Den' – has been derided as derivative.