Apple's new original content service Apple TV+ will be launched later this year, in order to cope with the fierce market competition, the company has been working hard to expand the strength of the original content team. According to the latest report from Bloomberg, Apple recently hired senior executive Chiara Cipriani from Disney.

Cipriani joined Apple earlier this month and worked at the company's London office as Director of Video Services.

Prior to joining Apple, Cipriani had worked for Disney for ten years and recently she was promoted to vice president of Disney+ operations. Previously, she served as the general manager of Disney's direct-to-consumer digital business, and was responsible for development and content distribution.

Both Apple and Disney will launch a new content services business this fall, with the former Apple TV+ and the latter Disney+. The two companies have therefore become competitors in the field of original video content. Disney+'s monthly subscription fee is $7, and users have access to almost all of the company's digitally-originated content. Apple has not yet announced the subscription price for Apple TV+. In terms of original content, although the company has been preparing for a long time, it is still inferior to other competitors such as Netflix, Amazon and Disney.