Apple has re-recruited former executive John Couch to serve in the newly created role of vice president of education.

The move is an attempt by Apple to capture the “competitive education market,” Cnet reports.

Couch was former vice president of software at Apple, and was behind the creation of the Lisa PC in Apple’s inaugural years.

In his new role, Couch will supervise Apple’s education sales and marketing efforts. He will report to Tim Cook, executive vice president of worldwide sales and operations.

Cheryl Vedoe, the former vice president of education marketing, has also changed position. She is now serving as president of Apple’s PowerSchool unit – a division that makes Web-based software for teachers and school administrators. The company purchased PowerSchool in 2001.