Longtime Apple executive Phil Schiller is reducing his responsibilities after decades as one of the company’s most influential leaders. Schiller will no longer oversee the App Store or manage Apple’s major product events.
However, the 66-year-old executive is not leaving the company. Instead, he will remain an Apple Fellow and work on unspecified initiatives, according to the report.
Schiller Moves Away From Daily Leadership
Schiller became an Apple Fellow in 2020 after serving as senior vice president of Worldwide Marketing. At that time, Greg Joswiak took over the marketing leadership role. Still, Schiller continued to manage two major areas: the App Store and Apple Events.
Now, his reduced workload could signal another step toward eventual retirement. The change gives Schiller more time away from daily operations while keeping him involved with Apple.
The timing also stands out because Apple is undergoing a broader leadership transition. John Ternus officially succeeded Tim Cook as CEO on September 1, ending Cook’s 15-year tenure. Cook remains with Apple as executive chairman.
App Store Moves Under Services
Meanwhile, Apple has already prepared new leadership for the App Store. Responsibility will move to the Services division under senior executive Eddy Cue.
Cue previously managed the App Store until 2015, when Schiller assumed responsibility. Therefore, the latest change effectively brings the marketplace back under Cue’s broader organization.
Carson Oliver, a longtime App Store executive, will handle its day-to-day management.
End of an Important Apple Chapter
Schiller has played a major role in Apple’s modern history, particularly in marketing, product launches, and App Store strategy. His move away from daily leadership therefore marks a significant internal shift.
Yet Schiller’s continued Apple Fellow role means his career at the company is not over. Instead, the transition allows a new leadership team to take greater control while Schiller focuses on selected projects.
As Ternus begins his tenure as CEO, the reshuffle also highlights how Apple is preparing its senior management structure for a new era.
