Phil Schiller, a veteran executive at Apple, is departing from two major positions within the company, according to reporting from Bloomberg. He will no longer serve as head of the App Store or oversee Apple events. Under the revised leadership structure, the App Store division will move to Eddy Cue, who leads Apple’s services business, while Carson Oliver will continue managing the store alongside Ann Thai, who oversees app distribution tools and third-party marketplaces. Schiller will maintain his Apple Fellow status and continue contributing to unspecified projects.
Schiller’s tenure at Apple spans nearly four decades, beginning in 1987. He transitioned into a marketing leadership role in 1997 and played instrumental roles in launching numerous Apple products including the iPhone, iPad, iPod, and Mac computers. He was instrumental in establishing the App Store alongside Steve Jobs in 2008, though he did not assume direct leadership of the division until 2015. His profile increased through regular appearances presenting products at company launch events. In 2020, he ceded his senior vice president marketing title to Greg Joswiak, marking an earlier phase of his transition away from certain responsibilities.
The transition occurs on the eve of significant leadership changes at Apple, with hardware executive John Ternus set to assume the CEO role on September 1st, replacing Tim Cook. Schiller’s departure reflects broader executive movement at the company, including departures by former chief financial officer Luca Maestri in January 2025, chief operating officer Jeff Williams, design chief Alan Dye, and artificial intelligence head John Giannandrea. Environmental and policy officer Lisa Jackson retired previously, and general counsel Kate Adams will be succeeded by Jennifer Newstead, a former chief legal officer at Meta. The App Store, which Schiller helped build, facilitated over $1.4 trillion in transactions in the preceding year and has faced ongoing regulatory scrutiny and legal challenges regarding Apple’s app distribution policies and payment systems.
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