The set-top box market is a competitive one, with companies like Roku, NVIDIA, Apple, Amazon, and more all competing for an HDMI port on your TV. And Apple has just gotten some major help in that fight.

Apple has confirmed to Bloomberg that it’s hired Timothy D. Twerdahl, former head of Amazon’s Fire TV team, to its Apple TV group. Before working at Amazon, Twerdahl spent time as an executive at Netflix and a VP at Roku, where he oversaw consumer devices.

At Apple, Twerdahl is a VP in charge of Apple TV product marketing, says today’s report. The person that previously held that position, Pete Distad, will now focus on getting content deals done for Apple.

This is a big move for Apple and the Apple TV. While Apple’s set-top box isn’t a bad product, it hasn’t exactly gotten a ton of love lately. The addition of another streaming video vet is big for Apple and shows that it may be planning a renewed focus on the Apple TV and content deals for the box.