Phil Schiller reportedly steps down as Apple's App Store and product event chief

Phil Schiller is stepping back from his roles overseeing Apple’s App Store and product events, according to a report from Bloomberg. Schiller will remain an Apple Fellow and focus on what the report describes as unspecified initiatives. He previously left his post as senior vice president of marketing in 2020.

Schiller has long been one of Apple’s most publicly recognizable figures, having been a fixture of the company’s product launch events for years. He helped shape devices like the iPhone and iPod, and worked with Steve Jobs to create the App Store. In his role leading the App Store, Schiller handled relationships with developers, including Epic Games during their lengthy legal dispute, and made decisions on which apps to approve. He also oversaw policy updates and revenue share adjustments that followed court rulings and new laws.

The change appears to be part of a broader restructuring at Apple. Bloomberg reports that the App Store will once again fall under Eddy Cue, who now leads the services division. Cue had run the App Store until Schiller took over that responsibility in 2015.

Day-to-day leadership of the App Store will go to Carson Oliver, one of Schiller’s deputies, according to the report. Oliver had been tasked with overseeing the App Store two years ago, and Ann Thai, who had taken on responsibility for app distribution tools and third-party marketplaces, now reports to Oliver. The head of Apple Arcade, Alex Rofman, also now reports to Oliver, per Bloomberg.

On the events side, Nola Weinstein, Schiller’s deputy for product launches, will now lead Apple’s events team. That team operates under Kristin Huguet Quayle, vice president of communications and public relations. The first event under Weinstein’s leadership is scheduled for September 9, where new iPhone Pro models, Apple Watch variants, and Apple’s first foldable iPhone are expected to be shown.

The moves signal a significant shift in how Apple manages two of its most visible functions, with the App Store returning to the services division and product launches getting new leadership. Schiller’s continued role as an Apple Fellow leaves room for him to pursue other projects within the company, though no specifics have been disclosed.

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