Ford said it is hiring Peter Stern, the former Apple vice president of services who helped build up the company’s streaming TV operation, to lead its effort to improve customers’ software experience.

Stern left Apple at the beginning of the year after a six-year tenure heading up the launch of a portfolio of services, including Apple TV Plus, Apple News , Apple Arcade, Apple Fitness+, MLS Season Pass and Apple One.

At Ford, he is being tasked with building “a world-class team to create and market innovative customer experiences by integrating hardware, software and services across Ford Blue, Model e and Ford Pro,” the company said. Stern will report directly to Ford CEO Jim Farley.

“This is transformational, because the cornerstone of…

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