Apple App Store Chief Phil Schiller Steps Down After Tim Cook Transition

Apple is seeing another major leadership change as longtime executive Phil Schiller steps away from running the App Store, following Tim Cook’s transition from CEO to executive chairman.

Bloomberg reported that Schiller recently left his App Store leadership position but will remain at Apple as an Apple Fellow, a role reserved for individuals recognised for significant technical or leadership contributions.

Phil Schiller Moves Away From App Store Operations

Schiller joined Apple in 1987 and has been one of the company’s most recognisable executives for decades. He took responsibility for the App Store in 2015 and helped guide the platform through major changes, including Apple’s legal battle with Epic Games over App Store policies.

The Epic Games lawsuit, filed in 2020, challenged Apple’s App Store payment rules and alleged anticompetitive behaviour. While many of Epic’s claims were rejected, Apple was required to allow developers to provide links to alternative payment options, and the legal dispute has continued.

Following Schiller’s departure from day-to-day App Store leadership, Apple plans to place operational responsibility with Carson Oliver, who has spent more than 14 years at the company and worked within the App Store organisation.

The App Store is also moving from Apple’s marketing organisation to the services division led by Eddy Cue, according to Bloomberg’s report.

Apple Faces Broader Executive Transition

Schiller’s move comes during a wider period of leadership changes at Apple. The company recently announced the departure of several long-serving executives, including chief operating officer Jeff Williams.

Apple announced its COO transition as Williams prepared to retire after 27 years with the company. Apple also confirmed leadership changes involving other senior executives, including environmental and policy leader Lisa Jackson and general counsel Kate Adams.

Reports also covered the departures of Jackson and Adams, while longtime Apple Pay executive Jennifer Bailey is expected to leave after more than two decades with the company.

Jennifer Bailey’s planned departure adds to the list of leadership changes affecting Apple’s services and product teams.

Schiller Continues at Apple as Fellow

Apple created the Apple Fellow role for Schiller after he left his position as senior vice president of Worldwide Marketing. The role allows him to continue contributing to Apple projects without managing a major business division.

As John Ternus takes over as Apple CEO, the company will begin building a new generation of leadership while maintaining continuity by keeping experienced executives involved in key areas.