Former Apple and Palm executive Mike Bell has been picked by Intel to steer the company's newly-formed new devices division.
AllThingsD is reporting that Bell, previously the co-leader of Intel's mobile chip group, will be focusing on "ultra-mobile" products.
The move comes as part of a bigger internal Intel organizational juggling by the company's new CEO Brian Krzanich. Hermann Eul, Bell's co-leader of the mobile chip unit, will now be running the unit solo.
Despite its 2011 purchase of Infineon to get into the mobile chip market, and the inclusion of Intel's Atom processor in some Android 2.3 devices, Intel has struggled as a latecomer to the mobile chip market.
News of the new devices division's creation was first reported by Reuters.
Intel did not immediately respond to a request for comment. CNET will update the story soon.