Phil Schiller leaves Apple App Store role as leadership reshuffle continues

Phil Schiller has stepped down from his position overseeing the App Store and Apple’s product events. The 66-year-old executive will remain at the company as an Apple Fellow, working on unspecified initiatives. Bloomberg reported the move on Monday, August 31, citing individuals familiar with the matter. Schiller, who previously served as senior vice president of marketing, has been a prominent figure at Apple across the tenures of both Steve Jobs and Tim Cook.

The App Store will now move under the Services organization led by Eddy Cue. Carson Oliver will manage the App Store on a day-to-day basis and report directly to Cue. Ann Thai, who oversees app distribution tools and third-party marketplace work, will report to Oliver. Schiller is also handing oversight of Apple’s events organization to Nola Weinstein, his deputy since 2023. This transition occurs days before Apple’s September 9 product event.

Schiller’s departure comes as the App Store faces regulatory and commercial pressure. The platform is estimated to generate more than $30 billion annually. Schiller had been a key decision-maker on app approvals, developer relations, and changes to App Store policies and revenue-sharing rules amid ongoing lawsuits and new regulations.

These changes coincide with a broader leadership transition at Apple. John Ternus becomes CEO on September 1, succeeding Tim Cook, who is moving to executive chairman after 15 years as chief executive. Johny Srouji has become chief hardware officer, taking over the hardware engineering organization previously led by Ternus. Other longtime leaders are also departing or reducing their roles. Apple Pay chief Jennifer Bailey is retiring in October after nearly 24 years at Apple, while former finance chief Luca Maestri has moved into a smaller role. Lisa Jackson stepped down earlier this year, and general counsel Kate Adams is also retiring. For Ternus, the turnover means the CEO transition is becoming a broader reshaping of the leadership team rather than simply a change at the top.