Xbox Live marketing boss Robin Burrowes is the latest games exec to join Apple.
Burrowes worked at Xbox for seven years, and was in charge of Xbox Live. He was one of the execs promoting the latest Xbox dashboard update, even attending London Games Conference and Gamescom last year.
Prior to Xbox, he has worked for MSN and HMV.He joins Apple this year in charge of marketing the App Store for iTunes Europe.
Burrowes is the latest in a line of high-profile British games recruits that Apple have made to its team. Former Nintendo PR boss Robert Saunders joined early last year, tasked with promoting apps on iPad, iPod and iPhone.
At the same time, former Activision, EA and Xbox PR boss Nick Grange joined Apple to focus on PR for the hardware side of Apple's business.Apple has been infringing on the games market in a big way over the past two years, with iPhone games such as Angry Birds outselling even the biggest console titles.
Apple declined to comment on Burrowes' appointment.