The short version
- Phil Schiller is relinquishing his oversight of the App Store and product launch events while retaining his title as Apple Fellow.
- The leadership change coincides with John Ternus taking over as CEO from Tim Cook, signaling a broader restructuring of senior management.
- Eddy Cue will assume responsibility for the App Store division, continuing efforts to navigate regulatory pressures and legal challenges.
Apple is undergoing a significant leadership transition as longtime executive Phil Schiller steps down from his roles overseeing the App Store and the company's major product launch events. This shift comes at a pivotal moment for the technology giant, occurring just one day before John Ternus is scheduled to assume the position of chief executive officer, succeeding Tim Cook. The change marks the end of an era for Schiller, who has been a central figure in Apple's public identity and product strategy for nearly three decades.
Schiller initially joined the company in 1987 and rose to prominence as head of marketing in 1997. He played a crucial role in launching the App Store alongside Steve Jobs in 2008, although he did not formally take charge of the division until 2015. Over the years, he has been instrumental in the development and presentation of many of Apple's flagship products, including the iPhone, iPad, iPod, and Mac computers. His presence at launch events has become a familiar sight for consumers and industry observers alike.
Following this latest adjustment, Schiller will retain his title as Apple Fellow and continue to work on unspecified initiatives within the company. This arrangement allows him to remain involved in Apple's operations without holding specific executive responsibilities. The move follows a pattern of gradual delegation, as Schiller previously relinquished his role as senior vice president of marketing to Greg Joswiak in 2020. His continued presence in an advisory capacity suggests that his institutional knowledge remains valuable to the organization.
The App Store division is being moved under the supervision of Eddy Cue, who heads Apple's services sector. Carson Oliver will continue to lead the store, with assistance from Ann Thai, who manages app distribution tools and third-party marketplaces. This restructuring aims to streamline operations and ensure continuity in managing one of Apple's most profitable units. The App Store facilitated more than $1.4 trillion in transactions last year, underscoring its critical importance to the company's financial health.
Schiller's departure from these specific roles also means he will no longer be at the forefront of navigating the complex legal and regulatory landscape surrounding app distribution. In recent years, Apple has faced intense scrutiny and legal battles over its stringent policies regarding payments and third-party marketplaces. Government regulations have forced the company to modify some of these practices, creating a challenging environment for executives responsible for compliance and strategy. Cue's oversight may bring a new perspective to these ongoing issues.
This leadership change is part of a broader exodus of senior executives at Apple, which could present significant challenges for Ternus as he begins his tenure as CEO. Former chief financial officer Luca Maestri stepped down in January 2025, followed by the departures of operations chief Jeff Williams, design leader Alan Dye, and artificial intelligence head John Giannandrea. Additionally, environmental and policy lead Lisa Jackson retired last year. These exits represent a substantial shift in the company's top management team.
Apple is also making changes to its legal leadership, replacing general counsel Kate Adams with Jennifer Newstead, the former chief legal officer at Meta. This appointment suggests that Apple is prioritizing experienced legal expertise as it navigates increasing regulatory pressures and potential litigation. The combination of executive departures and new appointments indicates a period of significant internal reorganization aimed at adapting to changing market conditions and leadership needs.
As Ternus takes the helm, he will need to integrate these changes while maintaining stability across Apple's diverse product lines and services. The transition of key responsibilities from long-serving executives like Schiller to new leaders requires careful management to ensure continuity and strategic alignment. Observers will be watching closely to see how these shifts impact Apple's innovation pipeline, market strategy, and response to regulatory challenges in the coming months.
Apple did not immediately respond to requests for comment regarding the specific details of Schiller's transition or the broader executive changes. The company has historically been tight-lipped about internal restructuring, focusing instead on product announcements and financial performance. However, the scale of these leadership changes suggests that Apple is preparing for a new chapter under Ternus's leadership, with implications for both employees and stakeholders.
The timing of these changes, coinciding with the CEO transition, highlights the importance of establishing clear lines of authority and responsibility during periods of leadership turnover. Schiller's legacy at Apple is undeniable, having contributed to some of the most successful products in consumer electronics history. His step back from day-to-day operations marks the end of a significant chapter, while also opening opportunities for new leadership to shape the company's future direction.
Sources behind this briefing
Go to the original reporting
- The Verge↗Phil Schiller is leaving his biggest jobs at Apple
