Phil Schiller is stepping back from overseeing the App Store and Apple product events while remaining with the company and narrowing his responsibilities to unspecified projects.
Employees say the 66-year-old appears to be taking another step toward retirement, though he will keep his Apple Fellow title.
Phil Schiller’s reduced role
Schiller was Apple’s marketing chief until 2020, when he became an Apple Fellow; at that time he said he would stay at Apple “as long as they will have me” while making more time for family, friends and personal projects. As Apple Fellow he continued to oversee the App Store and Apple events, but those duties are now being reassigned. In 2024 he was reported to be working close to 80 hours a week.
App Store and events leadership changes
Apple is moving responsibility for the App Store to Eddy Cue, who previously oversaw it until 2015. Cue, Apple’s services chief, is expected to take a more influential role under John Ternus’s leadership. Carson Oliver, a long-time member of the App Store team, will manage the store’s day-to-day operations.
Schiller’s deputy Nola Weinstein will lead the Apple events team and will report to vice president of communications and public relations Kristin Huguet Quayle.
Schiller has overseen the App Store through some of its most tumultuous years, including Apple’s efforts to comply with the Digital Markets Act in the European Union, its legal battle with Epic Games, and regulatory-driven changes in countries such as Brazil and Japan.
He first joined Apple in 1987, left in 1993, and returned in 1997 when Steve Jobs came back to the company. Schiller has been at the forefront of major product launches including the iPod, iPhone, iPad and Apple Watch.
The changes come as John Ternus is set to become Apple CEO. Today is Tim Cook’s last day as CEO, with Cook transitioning to Apple Chairman.
