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Those wondering where post Steve Jobs Apple might be heading might get some idea from some board appointments the vendor has made which indicate digital media is where things are going.
Not only did the vendor fill the position of chairman of the board, which has been vacant since Jobs died in October, with the appointment of Arthur Levinson but it has also appointed Walt Disney chief executive Bob Iger to the board.
Iger is seen as being able to bring his experience in the world of media and entertainment to Apple as it prepares to battle with the likes of Google and Amazon in offering television and video services.
Earlier on the firm revealed it had appointed Levinson, who previously ran the biotech firm Genetech, producing a favourable share rise as investors backed the decision to bring in an independent to the role.