Dive Brief:

• Musa Tariq has been hired as Apple's new head digital marketing director as the tech giant looks to boost its social media marketing presence.
• Tariq joins Apple from Nike and Burberry, two companies where he held global director of social media positions. 
• Until this year, Apple had a hands-off approach to social media, but it did launch a Tumblr campaign in March for the iPhone 5c. 

Dive Insight: 

The hands-off approach to social media was mostly because Apple didn't need social media to help establish its dominance. But now that other companies — in cell phones particularly — are catching up, the brand needs to find ways to promote products and not rely on brand loyalty alone. Tariq should be well-suited to help propel those efforts forward.