The company recently hired former Hulu and Disney executives Tim Connolly. nine reports Connolly was Disney's vice president of digital distribution and new product development, with rich Hollywood experience. Apple wants to explore Apple TV bundling.

At Hulu, Connolly led the negotiation with spotify to bundle music services with Hulu without additional costs to customers. At Hulu, Connolly led the negotiations with spotify, tying music services to Hulu. He has also been involved in Hulu's live TV business and led quibi's advertising and partnership.

The specific projects Connolly are responsible for at Apple are unclear, and he may be responsible for Apple TV and Apple TV Channels cooperation and trading business. Apple is also rumored to expand its Apple TV to live broadcasts.