Apple’s Phil Schiller, one of the company’s most visible executives spanning the Steve Jobs and Tim Cook eras, has stepped down from running the App Store and Apple’s product events, according to Bloomberg News’ Mark Gurman.
The 66-year-old, who left the senior vice president of marketing role in 2020 and became an Apple Fellow, made the change in recent days, people familiar with the matter told Gurman. Schiller will remain at Apple as a Fellow and work on unspecified initiatives. Company employees view the move as a significant step toward an eventual retirement.
Schiller first joined Apple in 1987, left in 1993, and returned in 1997 when Jobs came back. He was a central figure in launches of the iPod, iPhone, iPad, and Apple Watch, and later oversaw App Store policy through years of regulatory pressure, including Europe’s Digital Markets Act. In 2020, Apple said he would keep leading the App Store and events after handing marketing to Greg Joswiak. As recently as 2024, he was still reported to be working nearly 80 hours a week.
Responsibility for the App Store is moving to the services organization led by Eddy Cue, who previously oversaw the store until 2015. Day-to-day operations, including app distribution, third-party marketplaces, and Apple Arcade, will be handled by Carson Oliver. Ann Thai, who has worked on distribution tools and alternative marketplaces, will report to Oliver. Leadership of product events is going to Nola Weinstein, Schiller’s deputy since 2023, who will report to communications vice president Kristin Huguet Quayle.
The shift comes on Tim Cook’s last day as CEO and as John Ternus prepares to take over, with Cook becoming executive chairman. The App Store remains a major services business, widely estimated to generate more than $30 billion a year. Weinstein’s team is preparing for Apple’s September 9th event, expected to include a foldable iPhone and updated Apple Watch models.
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