Read previewApple has made a big brand-partnerships hire who will work across its Apple TV+ entertainment business, a sign that it's serious about becoming a bigger advertising company. Lewinsky's role at Apple is expected to resemble that of Mahta Eghbali, who led copromotions for Apple TV+ films, TV, and sports and who left the company in 2023. Industry sources who work in branded entertainment said Apple TV+ has been stepping up efforts to use brands to promote its entertainment. Apple TV+ doesn't have an ad tier, but it's made a handful of hires from the TV business that have fueled speculation that it plans to introduce one, despite its long-held stance on customer privacy. Apple TV+ also recently hired a marketing vet, Tony Trujillo, to run marketing partnerships.

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Persons: —, Mike Lewinsky, Eghbali, Lewinsky, Monica Lewinsky, Barbie, merch, Ted Lasso, It's, Lauren Anderson, Magno Herran, it's, Ricky Strauss, Chris Van Amburg, JP Richards, Tony Trujillo Organizations: Service, Apple, Endeavor, InBev, DP, Marriott International, Visa, Business, Creative Artists Agency, Entertainment Media Ventures, Nike, Tandem, Amazon MGM, Netflix, Lacoste Locations: 160over90