Apple Inc. has been taking small but important steps toward a shift in the way its customers access their digital content beyond the downloadable software that has been vital to the company's success.

In recent weeks, Apple has been looking to recruit senior-level executives with backgrounds in Web-based software, according to people familiar with the matter. It has approached at least one prominent Internet entrepreneur since at least earlier this year about a possible position, according to these people, who say the details of the possible job were unclear. The company has also discussed its needs with recruiters, one of the people said.

The moves reflect an ambitiousstrategy shift to suit users who increasingly don't want their entertainment content tied to specific computers, phones or tablets. Apple helped pioneer the hardware model, enhancing the value of its iPods and iPads with its own operating systems and programs such as iTunes, as well as downloaded apps.

But rivals like Google Inc. and a whole host of start-ups are developing competing offerings