Amaya Tomanová V AppThis week, a historic changing of the guard is taking place. While Tim Cook is stepping down as CEO and John Ternus is taking over the company's management, one of the most famous figures in the modern history of the Californian giant is also significantly reducing his role. Phil Schiller will no longer supervise App Store nor product presentations Applu. However, he is not leaving the company and will continue to retain the title Apple Fellow.
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Jan Vajdák According to informationmacBloomberg Schiller, 66, will now work on unspecified projects. Employees Applu see his decision as another gradual step towards retirement. Given how long Schiller has been in Cupertino and how many key moments he has been at the company, this is a much more symbolic change than a simple redistribution of a few responsibilities might suggest.
Schiller is one of those people whose face is remembered by long-time fans. Applu will automatically associate with the Steve era Jobsand the first years under the leadership Tima Cooka.
From Steve Jobsand after iPhone a Apple Watch
Phil Schiller joined Applu for the first time in 1987. In 1993, he left the company, only to return to it in 1997 – the same year that he joined the then-hardly tested Applu returned Steve JobsThe following decade put him squarely in the spotlight. Schiller was involved in some of the most important product launches in the company's history. He was at the forefront of the iPod, iPhone, iPad, and Apple Watch and for many years it was one of the mainstays of product presentations. Especially at a time when Apple still held most of keynote live in front of an audience, he was next to Jobsand later Cookand one of the faces that appeared regularly on stage.
He left the position of head of marketing in 2020, when he received the title Apple Fellow. He had already said then that he wanted to stay in AppHe wanted to stay as long as the company could afford him, but at the same time he wanted to have more time for family, friends and his own projects. But a complete relaxation clearly did not come. Schiller retained supervision of App Storewith product presentations and according to informationmacThe Wall Street Journal still worked almost 80 hours a week in 2024.
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App Store Eddy Cue takes over
Just the leadership App Storu has been an exceptionally challenging task in recent years. Schiller oversaw it during a legal battle with Epic Games and increasingly intense pressure from regulators. Fundamental changes were forced, for example, by the European Digital Markets Act, which had to Apple open in the European Union iOS alternative app stores and adjust the rules around payments. Until it works App However, Stora is also affected by regulatory requirements in other countries, including Japan and Brazil. Responsibility for App Store now moving under Eddy Cue, who heads Internet services Applu and na App Store he oversaw until 2015. Under new CEO John Ternus, Cue is reportedly set to have an even more prominent position than before.
Daily operation App However, he will not be directly managing the store. This role will be taken on by Carson Oliver, who is on the team App Storu has been around for a long time. The change also comes to product presentations. Schiller's current representative Nola Weinstein will lead the team responsible for Apple Eventsa will report to Vice President of Communications and Public Relations Kristin Huguet Quayle.
V AppA new era begins
The timing of Schiller's departure is notable, especially given the broader changes in the company's leadership. August 31, 2026 is Tim's last day. Cookand in the position of CEO. Cook is moving into the role of chairman Applu and the day-to-day management of the company is taken over by the current head of hardware engineering, John Ternus.
Schiller remains Apple Fellow from Cupertino is not disappearing, his departure from App But the store and product presentations represent another significant closing of a chapter. After almost four decades associated with Applem will no longer have direct oversight of the two areas with which his name has been most prominently associated in recent years.
For himself Apple then it's not just a personnel shake-up. In just one day, the CEO changes, Eddy Cue's role is strengthened, App Store is getting new leadership and Phil Schiller is stepping back from day-to-day operations. The John Ternus era thus does not begin with a cosmetic change at the top of the organizational chart. Apple enters a new era with a significantly reshuffled leadership – and with another legend of the Steve era Jobse slowly fading into the background.
