Phil Schiller has been one of the few constants at Apple through some of the company's biggest transformations, from the Steve Jobs era to the rise of the iPhone and the services business that followed. Now, as Apple enters another major leadership transition, one of its most recognisable veterans is taking another step back.
According to Bloomberg's Mark Gurman, Schiller is stepping away from overseeing the App Store and Apple's product events. These were two responsibilities he continued to handle even after giving up his role as the company's marketing chief in 2020.
However, Schiller isn't leaving Apple altogether and will retain his Apple Fellow title and instead, he's narrowing his responsibilities to work on unspecified projects going forward.
The timing lines up with the latest leadership shift at Apple, with today marking Tim Cook's final day as CEO, as he transitions to the role of Apple Chairman. Meanwhile, John Ternus formally takes over as Apple CEO.
Apple employees told Bloomberg that the 66-year-old executive appears to be taking another step toward retirement, a process that's technically been underway since 2020.
Schiller served as Apple's marketing chief until 2020, when he stepped down from that role and took on the Apple Fellow title. He said at the time that he wanted to stay at the company for "as long as they will have me" while also making more room for family, friends and personal projects.
Despite that shift, he continued overseeing the App Store and Apple's product launch events, a workload The Wall Street Journal reported in 2024 had him working close to 80 hours a week.
Schiller's tenure atop the App Store coincided with some of its most difficult years, including Apple's ongoing compliance battles tied to the EU's Digital Markets Act. Then there was the Cupertino giant's high-profile legal fight with Epic Games and a wave of additional regulatory pressure from countries like Brazil and Japan.
He first joined Apple in 1987, left in 1993 and returned in 1997 following Steve Jobs' return to the company, going on to play a central role in launches spanning iPods, iPhones, iPads, and Apple Watches.
With Schiller stepping back, Apple is handing the App Store to Eddy Cue, the company's services chief. He previously oversaw the App Store until 2015 and is reportedly set to take on a more influential role under Ternus going forward.
Carson Oliver, a longtime member of the App Store team, will manage its day-to-day operations. Meanwhile, Schiller's former deputy, Nola Weinstein, will take charge of Apple's events team, reporting to VP of Communications and Public Relations Kristin Huguet Quayle.
Only time will tell how the reshuffling of these key senior leadership positions at Apple will serve the company as it moves into the Ternus era.
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