Schiller Exits Key Roles at Apple Amid Leadership Shuffle

Phil Schiller, a key figure at Apple for decades, has stepped down from running the App Store and Apple's product-launch events. The move coincides with Tim Cook's exit as CEO, who is now executive chairman after 15 years at the helm.

Schiller will keep his title as an Apple Fellow and work on unspecified projects, but employees see this shift as a step towards retirement. He previously left his senior marketing role in 2020 and had been overseeing the App Store and global events since then.

With Schiller stepping back, the App Store is being moved under the services division led by Eddy Cue, who previously oversaw it until 2015. Day-to-day control will fall to Carson Oliver, a long-time App Store leader now reporting directly to Cue.