Three Amazon Studios executives have left the streaming service for similar positions at Apple, according to media  reports.

According to reports in Variety, Tara Sorensen, the head of Amazon kids programming, will take on a similar role at Apple as Apple builds its team towards creating original content. Along with Sorensen, International Development Executive Carina Walker and Business Affairs Chief Tara Pietri will also depart Amazon for Apple, with Pietri leading Apple’s legal affairs division. Walker will be an international Creative Executive. Walker will report to Morgan Wandell, another Amazon alumnus who joined Apple in October.

The appointments come as Apple works towards a billion-dollar push into original content.  As reported in the  media, Apple is looking to double  the amount of revenue it makes from content. Its goal is to become a $50 billion business by 2021 with the strategy.

The content will either be included in its existing offerings, or will be distributed via a new Apple OTT service.