Phil Schiller, one of Apple's most recognizable executives and a key figure in the company's product launches for decades, is stepping down from his high-profile roles leading the App Store and Apple events. According to a report from Bloomberg, Schiller will retain his Apple Fellow title and continue working on unspecified initiatives, but his day-to-day involvement in the two areas that have defined much of his recent work is coming to an end.
The move marks a significant shift for Apple as it prepares for a leadership transition. Schiller's departure from these responsibilities comes just one day before hardware chief John Ternus is set to take over as Apple CEO from Tim Cook, who is stepping down on September 1st. Bloomberg reports that the App Store division will now be moved under services head Eddy Cue, while Carson Oliver will continue to lead the store with the help of Ann Thai, who is in charge of app distribution tools and third-party marketplaces.
A long and storied career
Schiller's connection to Apple spans nearly four decades. He first joined the company in 1987, and after a brief period away, he returned in the late 1990s. In 1997, he became Apple's head of marketing, a role in which he became the public face of some of the company's most significant product announcements. His energetic presentations and deep familiarity with Apple's product lineup made him a fixture at keynotes, often sharing the stage with Steve Jobs and Tim Cook.
He helped launch the App Store alongside Jobs in 2008, but did not take direct charge of the store until 2015. Under his oversight, the App Store grew into a massive ecosystem that facilitated more than $1.4 trillion in transactions last year alone. The platform became central to Apple's services strategy, generating billions of dollars in revenue and creating a marketplace for millions of developers worldwide.
Beyond the App Store, Schiller played a role in the development of many of Apple's most iconic products, including the iPhone, iPad, iPod, and Macs. He was often one of the executives who introduced these devices at Apple's launch events, helping to craft the narratives around them. His marketing leadership helped shape the way Apple communicated with consumers, building anticipation and excitement around product releases.
In recent years, Schiller had already begun to step back from some duties. In 2020, he relinquished his role as senior vice president of marketing to Greg Joswiak. At that time, he took on the Apple Fellow title, a move that suggested a gradual transition away from day-to-day management. But he continued to oversee the App Store and played a prominent role in events, making this latest change particularly notable.
Challenges during the App Store era
Schiller's tenure as head of the App Store was not without controversies. The store faced intense scrutiny from regulators, lawmakers, and developers over Apple's strict rules around app distribution and in-app purchases. Legal battles, including a high-profile dispute with Epic Games, forced Apple to defend its policies publicly. Government regulations in various jurisdictions, particularly in Europe and the United States, led to changes in how Apple operates the App Store, including the ability for developers to link to external payment systems in some regions.
The App Store's size and influence made it a major target for antitrust investigations. Schiller was often the executive who testified or oversaw responses to these challenges. His departure from the role comes at a time when Apple is still navigating this complex regulatory landscape. The move to place the App Store under Eddy Cue, who leads Apple's services division, suggests that Apple views the store primarily as a services business, one that will continue to generate significant revenue while adapting to external pressures.
A broader executive exodus
Schiller's departure is part of a wider wave of leadership changes at Apple. Over the past year and a half, the company has seen a number of high-level executives leave their roles. Former chief financial officer Luca Maestri stepped down in January 2025. Apple COO Jeff Williams, design chief Alan Dye, and AI head John Giannandrea have all departed as well. Lisa Jackson, Apple's environmental and policy lead, retired last year, while the company is set to replace general counsel Kate Adams with former Meta chief legal officer Jennifer Newstead.
This executive exodus presents a significant challenge for John Ternus as he prepares to take over as CEO. While Ternus is a respected hardware executive with deep knowledge of Apple's product pipeline, he faces the task of guiding a company that has lost many of its most experienced leaders in a short period. Schiller's continued presence as an Apple Fellow, even in a reduced capacity, could provide some continuity, but his exit from the App Store and events roles removes a seasoned voice from the core decision-making process.
The upcoming leadership change at CEO is itself historic. Tim Cook has led Apple since 2011, following the death of Steve Jobs. Under Cook's leadership, Apple reached unprecedented market valuations and expanded its product ecosystem with services, wearables, and new categories. Ternus, who has been credited with leading the development of recent Macs and iPads, inherits a company in transition, with a need to fill the gaps left by departing executives and to maintain momentum in a competitive technology landscape.
For Schiller, the future is less defined. Bloomberg's report says he will work on unspecified initiatives, leaving room for interpretation about what his role will be. It is possible that he will serve as a senior advisor on major strategic decisions, as Apple Fellows have historically done. It is also possible that his focus will shift to particular projects, whether in product development, technology policy, or even marketing. Apple has not publicly commented on the specifics, and a request for comment from The Verge was not immediately answered.
Schiller's legacy at Apple is undeniably significant. He was instrumental in the launch of the iPhone and iPad, two products that defined the modern smartphone and tablet eras. He helped build the App Store into the dominant mobile app distribution platform, and his marketing acumen played a role in Apple's rise to becoming one of the world's most valuable companies. Even as he steps back from his biggest operational roles, his influence is likely to be felt for years to come.
The changes in Apple executive ranks come amid a broader turbulence in the technology industry, with many companies shifting strategies around artificial intelligence, hardware innovation, and regulatory compliance. Apple's response to these forces will be shaped by its new leadership. The departure of veteran executives like Schiller marks the end of an era and the beginning of a new chapter for a company that has historically relied on a stable core of experienced leaders. How Ternus and the remaining team navigate this transition will be one of the most closely watched stories in tech.
In the meantime, the App Store continues to operate under new management, with Eddy Cue taking a greater role in its oversight. Ann Thai's work on app distribution tools and third-party marketplaces will become more important as Apple complies with new laws and responds to developer feedback. The store's evolution from a simple marketplace to a complex regulatory battleground reflects the changing nature of the technology industry. Schiller's departure from this role closes a chapter that saw the store mature into a global economic force while facing legal challenges that reshaped its rules.
For Apple faithful, Schiller's face will not disappear entirely. He has been a constant presence at product launches, often appearing on stage to explain features or to introduce new hardware. Whether he will continue to appear at events remains to be seen. But the announcement of his step back is a clear signal that Apple is moving forward with a new generation of leaders. As John Ternus prepares to assume the CEO role, he will do so with a team that is materially different from the one Tim Cook led.
The news of Schiller's changed role was first reported by Bloomberg and immediately became a major story in the tech press. It comes at a moment when Apple is preparing to announce new products and services, and when the company is under pressure to deliver innovation in areas like artificial intelligence and augmented reality. Schiller's departure may not change Apple's product plans in the short term, but it removes a senior executive who had a knack for framing Apple's products in compelling ways.
Many will remember Schiller for his iconic keynote moments, such as his enthusiastic descriptions of the iPhone and his occasional sparring with Jobs on stage. His contributions to Apple's marketing and product strategy have left a permanent mark. As he transitions to his new role as Apple Fellow, the industry will be watching to see what unspecified projects capture his attention. For now, Apple is preparing for a new era, with Schiller's formal duties handed over and a new CEO about to take the reins.
Source: The Verge News