Schiller will remain an Apple Fellow and focus on “unspecified initiatives,” according to Bloomberg.
With Tim Cook stepping down as Apple CEO and John Ternus taking over, it appears there are more changes taking place at the company’s leadership level. Phil Schiller has reportedly given up on overseeing the App Store and product events. Schiller would continue to work at the company as an Apple Fellow and work on “unspecified initiatives.” Apple has not publicly announced the transition, which was first reported by Bloomberg.
Schiller – who resigned as senior vice president of marketing in 2020 – is one of Apple’s most recognizable figures as he has been a mainstay at its events for many years. In addition to revealing new products and leading the creation of the App Store with Steve Jobs, Schiller helped shape devices like the iPhone and iPod.
As head of the App Store, Schiller was responsible for dealing with developers (including Epic Games amid the long legal battle between the two parties) and deciding whether or not to approve certain apps. He was also primarily responsible for updating policies and managing adjustments to revenue sharing following lawsuits and the enforcement of new laws.
It seems that Apple is taking advantage of this opportunity to restructure its teams. Bloomberg reports that the App Store will once again fall under the responsibility of Eddy Cue, now in charge of the services division. Cue ran the App Store until Schiller took over in 2015.
Carson Oliver, one of Schiller’s App Store deputies, will lead that team on a day-to-day basis, according to the report. Schiller put Oliver in charge of overseeing the App Store two years ago, with Ann Thai (who would now report to Oliver) then taking responsibility for app distribution tools and third-party marketplaces. Apple Arcade head Alex Rofman now also reports to Oliver, according to Bloomberg.
Nola Weinstein, Schiller’s deputy for product launches, would now lead Apple’s events team. This group falls under the responsibility of Kristin Huguet Quayle, vice president of communications and public relations. The first event under Weinstein’s leadership will take place on September 9, where we expect the iPhone 18 Pro models, new Apple Watch variants and the company’s first foldable iPhone.
