Phil Schiller Steps Back from App Store Leadership
After nearly four decades at Apple, veteran executive Phil Schiller is relinquishing his oversight of the App Store and the company’s high-profile product events. While he transitions away from these core operational duties, he will retain his title as an Apple Fellow to focus on unspecified future initiatives.
Schiller’s departure from his current portfolio arrives during a period of significant leadership transition for the tech giant. The App Store division will now fall under the purview of services chief Eddy Cue, with Carson Oliver continuing his direct management of the store. This shift coincides with a broader reshuffling, notably occurring just before hardware executive John Ternus prepares to succeed Tim Cook on September 1st.
Joining the company in 1987, Schiller became a central architect of Apple’s modern identity. As head of marketing starting in 1997, he worked alongside Steve Jobs to launch the App Store in 2008 and shaped the trajectory of the iPhone, iPad, iPod, and Mac lineups. Having previously stepped down as marketing chief in 2020, this latest move marks the final stage of his transition from day-to-day product management.
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