It appears that Apple’s new CEO Tim Cook has made his first major structural executive change at the company, promoting Eddy Cue – the man behind the company’s online store and iTunes Music service – to Senior Vice President of Internet Software and Services, a incremental rise up the ranks from his previous position as Vice President.

9to5mac posted an internal email sent to Apple employees welcoming Cue in his new position, a position that will see him report to Cook directly and serve on Apple’s executive team:

It is my pleasure to announce the promotion of Eddy Cue to Senior Vice President of Internet Software and Services. Eddy will report to me and will serve on Apple’s executive management team.

Eddy oversees Apple’s industry-leading content stores including the iTunes Store, the revolutionary App Store and the iBookstore, as well as iAd and Apple’s innovative iCloud services.

He is a 22-year Apple veteran and leads a large organization of amazing people. He played a major role in creating the Apple online store in 1998, the iTunes Music Store in 2003 and the App Store in 2008.

Apple is a company and culture unlike any other in the world and leaders like Eddy get that. Apple is in their blood. Eddy and the entire executive management team are dedicated to making the best products in the world that delight our customers and make our employees incredibly proud of what they do.

Please join me in congratulating Eddy on this significant and well-deserved promotion. I have worked with Eddy for many years and look forward to working with him even closer in the future. Tim.

Apple has been quick to update Cue’s public bio page, adding that he will now be tasked with helping push the company’s iAd and iCloud platforms, whilst continuing his work on iTunes services.

On Wednesday, we reported on Cue’s response to an Apple developer wanting to know when Apple’s iTunes Match features would be available in Canada. Cue, a key member behind the the new service, was forwarded the email by Cook, quickly pointing out Apple would make iTunes Match available in the country shortly after its U.S launch.

iTunes Match is currently in beta in the US, with access limited to developers only. The music storage and download service was announced at this year’s WWDC conference in June. The service will allow users to upload songs that they currently own that are not present in Apple’s iTunes Store as well as access songs purchased there from up to 10 computers or iOS devices.