Apple’s Phil Schiller will no longer run the App Store or oversee product events, reports Bloomberg. Schiller is not leaving Apple, but he is reducing his responsibilities and working on unspecified projects.
Apple employees said Bloomberg that Schiller, 66, seems to be taking a step closer to retirement.
Schiller served as Apple’s chief marketing officer until 2020, when he resigned and took the title of Apple Fellow. At the time, Schiller said he would stay at Apple “as long as they have me,” but added that he wanted to spend time with family, friends and personal projects.
As an Apple Fellow, Schiller continued to oversee the App Store and Apple events, but that role may not have left him enough time for his own efforts. In 2024, The Wall Street Journal said Schiller worked nearly 80 hours a week. He has been in charge of the App Store through some of its most tumultuous years, including Apple’s ongoing struggles to comply with Digital Markets Act in the European Union, the company’s legal battle with Epic Games, and numerous other changes mandated by regulatory measures in countries like Brazil and Japan.
Schiller first joined Apple in 1987, left in 1993, and returned to the company in 1997 when Steve Jobs returned to Apple. He has been at the forefront of some of Apple’s biggest product launches, including the iPod, iPhone, iPad and Apple Watch. He plans to stay at Apple and will retain his Apple Fellow title.
Schiller is stepping back from overseeing the App Store and Apple product launches just as John Ternus is set to take over as Apple CEO. Today is Tim Cook’s last day as CEO, with Cook moving on to become Apple’s president.
Apple is transferring the App Store to Eddy Cue, who oversaw it until 2015. Cue is Apple’s services chief and would play a more influential role under Ternus. Carson Oliver, a long-time member of the App Store team, will oversee its day-to-day operations.
Nola Weinstein, Schiller’s deputy, will lead the Apple Events team, reporting to VP of Communications and Public Relations Kristin Huguet Quayle.
