Phil Schiller, one of the most high-profile executives in Apple history, turned down two key positions at the company, according to Bloomberg. He will no longer be responsible for the App Store or lead Apple’s briefing team. Schiller is not leaving the company, though: He will retain the honorary title of Apple Fellow and will continue to work on certain projects.
Image source: Apple
Just one day before John Ternus officially took over as CEO, Apple’s reorganization was revealed. On September 1, he will succeed Tim Cook as CEO, who will become executive chairman of the board of directors. Against this backdrop, Schiller’s departure from the operating role appears to be another sign of a larger-scale change in Apple’s leadership.
Schiller has been with Apple since 1997, and over the course of his career has become one of the company’s most recognizable faces. He participated in demonstrations of iPhone, iPad, iPod, and Mac computers, and participated in the creation of the App Store with Steve Jobs. In 2020, Schiller resigned as senior vice president of marketing but continued to oversee the App Store and Apple activities.
Now, App Store management is moving to the services department, led by Eddy Cue. The store will be directly managed by Carson Oliver, an employee with extensive experience in the field, who will now report directly to Q. His responsibilities will also include Apple Arcade.
In recent years, Schiller has had to deal with not only the growth of the App Store, but also the most controversial issues surrounding the platform. He made app approval decisions, interacted with developers, and helped change store rules and commissions amid litigation and new regulatory requirements. In particular, Schiller was one of Apple’s key executives during its years-long conflict with Epic Games, the creator of Fortress Heroes.
Responsibility for Apple’s activities also shifted to another executive. She will be succeeded by Nola Weinstein, who has served as Schiller’s deputy since 2023 and leads related areas. She will report to Kristin Huguet Quayle, Apple’s vice president of communications and public affairs.
The shakeup comes just days before Apple’s first major reveal of a new era. On September 9, the company will launch a new generation of iPhones and, as expected, its first foldable smartphone, as well as an updated version of the Apple Watch. As such, the upcoming event will be one of the first major events under new Apple CEO John Ternus.
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