Launching a new streaming service isn't easy — just ask the folks at Apple ($AAPL), who launched Apple TV Plus last week to what can only be described as a lukewarm reception.

The less-than-stellar launch has made its way to TV Plus' executive team, where the new division's head of current scripted programming, Kim Rozenfeld, is leaving just two weeks after the service's launch. This is particularly notable because Rozenfeld was one of the first top hires by TV Plus bosses Jamie Erlicht and Zack Van Amburg.

Meanwhile, Disney ($DIS) is launching its Disney Plus service today with a larger content library. Given the lukewarm reception and tight competition, Apple is now in an accelerated hiring phase at its Culver City studios, where TV Plus is headquartered.

While openings for the Culver City studio were at their apex last summer when things were ramping up pre-launch, it looks as though Apple is entering another hiring spree as it shakes things up for TV Plus. Pre-launch, hiring hit a bit of a lull but picked up throughout October and November.

Hiring is largely focused on Marketing, with twice as many positions listed as that of Corporate Functions, followed by Hardware and Software and Services.

At Apple, Marketing positions include creative fields such as Creative Directors and Producers, along with the usual suspects including Social Media Managers and Content Marketing Managers.

Since TV Plus' launch on November 1, Apple has added 37 new openings at its Culver City facility, 17 of which are categorized as Marketing, 12 in Hardware, and 8 in Corporate Functions. The Hardware positions are largely focused on Apple Beats products, while Corporate Functions positions include Financial Analysts and Treasury Specialists for TV Plus as the company looks to begin bean counting for the new venture.

Overall, hiring at Apple is expressly up. 

In fact, it's at its highest levels recorded, at least since we began tracking in 2016. Welcome to Hollywood, Apple.

About the Data:

Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales and app ratings - and creates data sets that measure factors like hiring, revenue and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales. 

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