Jay Hunt, the former chief creative officer at Channel 4 has been hired by Apple as its first creative head for video in Europe. Apple has been aspiring to compete with Amazon and Netflix in original content and her appointment has fueled much speculation.

Before moving in to work with Channel 4, Hunt served as the controller of BBC1 where she was entrusted with commissioning popular shows such as crime drama “Luther” with Idris Elba and “Sherlock,” starring Benedict Cumberbatch.

In June, she resigned from Channel 4.The U.K. commercial channel had earlier made an announcement regarding the appointment of a new CEO. Hunt was being considered for the role, but things did not move according to plan considering that Alex Mahon of VFX firm Foundry was the one that clinched the position.

It was in 2011 that Hunt proceeded to join Channel 4. She will be remembered for commissioning popular shows such as “Gogglebox.”The official will be taking up the new role at Apple in January. She is expected to be reporting to Apple’s worldwide video heads, Zack Van Amburg and Jamie Erlicht.

Apple has succeeded in making a great mark in the industry. But that shouldn’t be mistaken to mean that it hasn’t encountered challenges along the way. From time to time it has been through difficult times such as making huge losses in business. However, the company has every time resorted to top solutions to resolve issues.

By settling on an experienced official like Hunt, the company will be able to make tremendous steps forward. Business competition is growing fierce by the day and it is struggling to ensure that it remains relevant. It sees Hunt as a great addition and will be taking advantage of his experience towards the attainment of its set goals.

Hunt opined, “This is a rare opportunity and I don’t take it for granted. I feel honored and I intend to embrace teamwork in helping the company move forward in terms of achieving its business goals.”He will start performing his roles with immediate effect.