Phil Schiller, one of Apple's most recognizable faces for the past four decades, has stepped back from his operational responsibilities. The executive, who for years led the App Store and the organization of the company's major events, is leaving both roles, though he is not completely severing ties with the company. As first reported by Bloomberg and later confirmed by The Verge and other media outlets, Schiller will retain his Apple Fellow title and will dedicate himself to initiatives that, for now, have not been specified.
The news comes at a particularly symbolic time for Apple, as it coincides with Tim Cook's last day as CEO. John Ternus, until now head of hardware engineering, officially assumes the role of CEO on September 1. Schiller's departure from his executive duties is interpreted within the company as another step toward his eventual retirement, although Schiller himself, 66, will remain connected to Cupertino in a less formal role.
A career linked to Apple's major launches
Phil Schiller first joined Apple in 1987, though he left the company in 1993 only to return in 1997, coinciding with Steve Jobs' return. Since then, his career has been intertwined with some of the company's most significant milestones. As senior vice president of worldwide marketing, he played a key role in the launch of the iPod, iPhone, iPad, and Apple Watch, as well as in the creation of the App Store in 2008, alongside Steve Jobs.
In 2020, Schiller stepped down as marketing director, a role taken over by Greg Joswiak, but retained two key areas: the App Store and event organization. Over the past few years, he has had to contend with increasing regulatory pressure, including the adaptation to the European Union's Digital Markets ActThe legal battle against Epic Games and regulatory changes in countries like Brazil and Japan. He has also overseen the transformation of in-person keynotes into more elaborate audiovisual productions, a change that accelerated after the pandemic.
The App Store changes departments
One of the most significant changes in this reorganization is that the App Store will no longer report to the marketing department but will instead be integrated into the Services division, led by Eddy Cue. Cue, who previously oversaw the app store until 2015, now regains control of one of Apple's most sensitive areas. On a day-to-day basis, the App Store will be managed by Carson Oliver, a company veteran with over 14 years of experience in the division, who will report directly to Cue.
Oliver will be supported by Ann Thai, head of app distribution and third-party stores, and Alex Rofman, who leads Apple Arcade. This structure aims to maintain continuity in daily operations, while strategic oversight remains with Cue, an executive with a more services- and subscription-oriented profile.
Apple events, controlled by Nola Weinstein
The organization of Apple's events, including product launch keynotes and WWDC, will now be the responsibility of Nola Weinstein, who for the past several years has served as Schiller's right-hand woman in this area. Weinstein will report directly to Kristin Huguet, Vice President of Communications and Public Relations, marking a change in reporting structure: previously through marketing, now through communications.
This move reflects Apple's intention to give its presentations a more corporate focus. In recent years, these presentations have evolved into high-quality audiovisual productions, with carefully crafted scripts and increasingly cinematic staging. However, this transition shouldn't affect upcoming releases, such as the event scheduled for September 9th, where the new iPhones are expected to be unveiled.
The end of an era at the top of Apple
Schiller's departure from his operational duties is not an isolated event. In recent months, Apple has experienced a veritable wave of changes in its senior management. Jeff Williams, former chief operating officer, retired in December; Kate Adams, general counsel, left her position; Jennifer Bailey, head of Apple Pay, will retire in October; and Paul Meade, vice president of the Vision Pro project, departed for OpenAI. This list is further augmented by the departures of Luca Maestri, former chief financial officer, and other mid-level executives.
John Ternus, the new CEO, inherits a financially sound company, but with a much-changed leadership team and several open regulatory challenges. The departure of Schiller, one of the last representatives of the Jobs era, has significant symbolic value: it closes one chapter in Apple's history and opens another in which decisions about the iOS ecosystem will be made by a generation of executives who were not present for the launch of the original iPhone.
For developers and businesses that rely on the Apple ecosystem, the most significant change is the integration of the App Store into the Services division. In the medium term, this could mean a greater emphasis on subscriptions and recurring revenue, as well as increased responsiveness to... Criticism and regulatory pressures on the App StoreThe court order forcing Apple to allow links to external payment systems remains in effect, and the case against Epic Games is still open, so the new structure will have to face these challenges.
Phil Schiller, meanwhile, will remain with Apple as an Apple Fellow, an honorary title the company reserves for its most distinguished figures. His experience and industry knowledge will continue to be available to the company, although now without the pressure of managing one of the world's largest app stores. Time will tell what those "unspecified initiatives" he has committed to will materialize, but what seems clear is that his time as a prominent figure on the stage has come to an end.
