Apple's Phil Schiller Steps Down from App Store and Events Responsibilities
nashnova research
Apple veteran Phil Schiller has relinquished oversight of the App Store and the product-launch events team, with App Store control returning to Eddy Cue — the latest move in a wave of senior departures ahead of new CEO John Ternus taking over on September 1.
What exactly is Schiller giving up?
Schiller is stepping down from two roles simultaneously: head of the App Store and head of the product-launch events team.
Now 66, he shifted from Senior VP of Marketing to the title of Apple Fellow — an honorary role for long-serving executives — back in 2020.
Apple says he will remain at the company, but employees widely view this as the final step before full retirement.
Who takes over the App Store, and how does the reporting chain change?
The App Store moves into the services division under Senior VP Eddy Cue — who ran it before 2015, making this a return to familiar ground.
Day-to-day operations will be led by Carson Oliver, reporting directly to Cue; Ann Thai shifts to report to Oliver, handling app-distribution tools and third-party marketplace work.
Apple Arcade — Apple's gaming subscription service — also falls under Cue, with its head Alex Rofman reporting to Oliver.
What did Schiller accomplish running the App Store?
Under his watch, the App Store generated an estimated $30 billion-plus in annual revenue — the core engine of Apple's services income.
He was the final decision-maker on controversial app approvals and led multiple rounds of policy changes in response to lawsuits and regulatory pressure.
His highest-profile battle: steering Apple through the prolonged lawsuit with Epic Games, maker of Fortnite. This means → the App Store's business rules and commission structure bear Schiller's personal stamp to a significant degree.
Who inherits the product-launch events role?
The events team passes to Nola Weinstein, who has served as Schiller's deputy in that area since 2023.
Weinstein will report to VP of Communications Kristin Huguet Quayle.
Her first major test is imminent: the September 9 event, where Apple is set to unveil a foldable iPhone and a new Apple Watch.
How many senior executives has Apple lost?
Schiller is far from alone — Apple's former general counsel and Apple Pay chief are both set to leave in October.
Others who have already stepped down or moved to smaller roles include operations head Jeff Williams, former hardware chief Dan Riccio, finance chief Luca Maestri, and government-affairs head Lisa Jackson.
This reflects a rare, concentrated generational turnover at the top. In plain terms = the "old guard" of the Cook era is handing off en masse.
What does this mean for incoming CEO Ternus?
John Ternus officially takes over as CEO on September 1 — and walks straight into a management team in flux.
This means → he must push Apple's AI strategy forward while simultaneously steadying a leadership bench that is being rebuilt in real time.
In plain terms = the new chief's first job is not just setting direction — it is making sure there is a stable team to execute it.
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