The executive responsible for powering Apple's iTunes into one of the world's biggest entertainment venues has been rewarded.

Eddy Cue, who had run iTunes since inception, was promoted to Senior VP for Internet Software and Services, by new CEO Tim Cook.

The change can be seen at Apple's Web site, where the leadership page has been updated.

Cue, 46, an Apple employee since 1989, helped to build the Cupertino, Calif.-based company's iTunes store, AppStore and iBookstore and has been working on the forthcoming iCloud services program.

A computer scientist who also studied economics at Duke, Cue's promotion appears to be the first major shift in Cook's second week as CEO. Founding CEO Steve Jobs stepped aside Aug. 23.

Cue's previous title was VP for Internet services, which may indicate Apple is nearing formal introduction of its iCloud services which had been scheduled for the fourth quarter.

The promotion leaves Apple's 10-member executive management team all male. Under former CEO John Sculley, Deborah Coleman served as a Sr VP as well as CFO.

Apple shares Thursday traded around $381.18, down about  1 percent.