MICROSOFT’s Xbox strategy boss Richard Teversham has quit the firm to join arch rival Apple, MCV can reveal.

The popular exec leaves his role as senior director of business, insights and strategy for Xbox, where he reported in to European VP of the firm’s interactive entertainment, Chris Lewis.

MCV understands that Teversham has accepted an education-related role at the iPod creator’s European office.

Teversham had worked at Microsoft for over 15 years. He held the role of Xbox director for platform and marketing between 2005 and 2007 before becoming strategy boss.

A Microsoft spokesperson told MCV this week: “We can confirm that Richard Teversham, director of business, insights and strategy, has taken a new opportunity outside of Microsoft. A process is underway for recruiting his replacement.

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“A 15-year veteran of Xbox and Microsoft, Richard has been an integral part of the success of Xbox in Europe and in the UK.

“We thank him for his considerable and valuable contributions to the Xbox business in EMEA during his time with us, and wish him every possible future success. “

Teversham was on the Board of ISFE, which manages the PEGI age ratings. It is unclear whether he will continue in this role whilst working at Apple.

Apple told MCV in January that iPod Touch was “the future of games devices”.

Microsoft has played out a global advertising war with the US  company over sales of PC and Mac computers.