To stop it from going further downhill, Apple has poached Timothy D. Twerdahl, the former director and GM of Amazon's Fire TV unit, in an effort to save the dying business.

"The moves suggest a renewed focus on the Apple TV and on providing more content for the device, an effort that has been stalled in the past by failed negotiations", says Bloomberg, which was first to report Twerdahl's switch.

It remains to be seen whether the new executive could fulfill the dream of Apple in reviving the fortunes of its TV segment. Before that, he was working with Netflix on the team that was spun out into Roku, and then Twerdhal worked as VP at WIMM labs, the start-up that was acquired by Google in 2013. The hiring comes at a time when Apple TV is struggling to operate at a profit.

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The Fire TV and Apple TV are among set-top devices that can stream video content and apps to large TV screens. (NASDAQ: NFLX ) and a vice president overseeing consumer devices at Roku. Apple TV has been hampered by its relatively high price and lack of support for Amazon Video and Spotify, the researcher said. The executive who held the position before Twerdahl will work on making content deals.

However, on the 2016 fiscal year report, the Apple TV's "other products" only generated more than five percent of sales revenue. Currently, Apple TV is under the catchall category, which all covers accessories, dongles, and the Apple Watch. New content to populate that TV app hub Apple has been showing off won't hurt, but job one for Twerdahl will be dealing with the hardware gap. While the box keeps improving year after year, it's still behind the competition from Amazon's Fire TV.