Phil Schiller is stepping back from two of his long-running responsibilities at Apple just as John Ternus takes over as CEO. The Apple Fellow will no longer oversee the App Store or Apple’s product events, but he will remain at the company and continue working on other projects.
The change marks another significant shift for Apple as Tim Cook moves into the executive chairman role after more than a decade as CEO. Schiller, one of the most recognizable faces from Apple’s modern era, has been closely involved with the company’s products, marketing and major launches for decades.
Phil Schiller Leaves App Store and Events Roles
Schiller became an Apple Fellow in 2020 after stepping down as Apple’s senior vice president of worldwide marketing. Despite leaving the marketing chief position, he continued overseeing the App Store and Apple’s product events.
His tenure overseeing the App Store included some of Apple’s most difficult regulatory and legal battles. The company has faced pressure from the European Union’s Digital Markets Act, its legal dispute with Epic Games and regulatory changes affecting the App Store in countries including Brazil and Japan.
Schiller first joined Apple in 1987 before leaving in 1993. He returned in 1997 after Steve Jobs came back to the company and eventually became one of Apple’s most prominent executives.
Over the years, Schiller was closely associated with major Apple launches including the iPod, iPhone, iPad and Apple Watch. His role also put him at the center of Apple’s product presentations and marketing strategy.
At 66, Schiller’s decision to reduce his responsibilities could signal another step toward retirement. He previously said that he wanted more time for family, friends and personal projects. A 2024 profile reported that he was still working close to 80 hours per week.
Apple has not announced a new executive title or specific responsibilities for Schiller. He will retain his Apple Fellow position and remain with the company.
Eddy Cue Takes Over App Store Oversight
Apple is moving oversight of the App Store to services chief Eddy Cue. Cue previously managed the App Store until 2015 and is expected to have a larger role in Apple’s leadership structure under Ternus.
Carson Oliver, a longtime member of Apple’s App Store team, will handle its day-to-day operations.
Schiller’s deputy, Nola Weinstein, will take over Apple’s product events team. She will report to Kristin Huguet Quayle, Apple’s vice president of communications and public relations.
The changes come as Ternus begins his tenure as Apple CEO. Cook is transitioning to executive chairman, bringing an end to his time as the company’s chief executive and beginning a new leadership chapter for Apple.
Schiller’s reduced role adds another layer to the transition. While he is staying at Apple, two responsibilities that have defined his work in recent years are moving to other executives as the company reorganizes under Ternus.
(via Bloomberg)
