Phil Schiller steps down from Apple App Store role
Phil Schiller is stepping down from overseeing the App Store and product events, remaining an Apple Fellow.
The update
Phil Schiller is stepping down from overseeing Apple’s App Store and product events. He will remain with the company as an Apple Fellow, a title reserved for individuals who have made outstanding technical or leadership contributions, to work on unspecified initiatives.
Why it matters
This change marks a significant shift in Apple’s executive structure. Schiller has been a central figure at the company since 1987, helping define the iPhone and iPod, and leading the creation of the App Store. His departure from the App Store’s day-to-day operations comes as Apple reorganizes its teams. The App Store will now fall under the remit of Eddy Cue, who leads the services division. Carson Oliver, a deputy who has been with the App Store division for over 14 years, will lead the team on a day-to-day basis.
What to watch
Apple has not publicly announced the transition. It remains unclear what specific projects Schiller will pursue in his new role. The first event under the new leadership structure is scheduled for September 9, which is expected to feature the iPhone 18 Pro models, new Apple Watch variants, and the company’s first foldable iPhone.
Sources
- engadget.com — Schiller stepping down, remaining an Apple Fellow, unspecified initiatives, transition to Eddy Cue, Carson Oliver leading the team, Nola Weinstein leading events.
- techcrunch.com — Schiller's tenure since 1987, App Store takeover in 2015, Epic Games lawsuit context, broader executive departures.