Michael J. Case Email Address

Software Engineering and Leadership

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I joined the Apple iTunes Store in July of 2012 and quickly took over engineering responsibilities for all video-related operations at iTunes.Before my first year was over, I completely overhauled our entire Movies QC operation with all new tools, process, and new capabilities. We achieved orders of magnitude improvement on several KPIs, faster time to market, lower costs, fewer refunds, in over 100 storefronts, at Apple scale.I have changed how the iTunes organization thinks about tools in general. I advocate for small, focused systems or applications that are highly cohesive and loosely coupled, and we achieve better quality and faster velocity, with less risk, because of it. I built a new applications framework internal to iTunes, based on these ideas, and in less than 2 years it became the foundation of all next generation tools in iTunes, supporting all iTunes verticals (apps, books, music, video,) and literally all new major iTunes products and features, starting with Apple Music.More recently I have focused on the launch of the new Apple TV. I was responsible for creating key components of significant new media features, including 'Universal Search' via Siri, Single Sign-On, Live Tune-In, and the new TV app. I created an 18-month roadmap and organized project management, operations, and multiple engineering teams to deliver the processes and tools needed to operationalize a major new service category at Apple.Prior to Apple, I built a custom content management system for Groupon, owned the Air Search engine for Orbitz.com, and changed how Ford Motor Company thinks about 'Build Your Own' websites, globally.I love my work, my job, and above all my family. I'm thrilled and proud to be a part of Apple and to have a chance to make a significant change.