Tim Cook isn’t the only high-level Apple executive changing roles: Phil Schiller, one of the most recognizable faces in Apple’s modern history, is reportedly stepping away from his remaining major responsibilities at the company.
The 66-year-old Apple veteran is giving up oversight of the App Store and Apple’s product events, according to a report published on Monday.
But Schiller isn’t completely walking away from Apple. He will supposedly remain an Apple Fellow and work on unspecified projects.
Phil Schiller helped shape Apple’s biggest products
Phil Schiller‘s career at Apple stretches back decades. He first joined the company in 1987, left in 1993 and returned in 1997 shortly after Steve Jobs came back to Apple.
He went on to become one of the company’s most important marketing and product executives, helping introduce products including the iMac, iPod, iPhone, iPad and Apple Watch. He was also closely involved with the creation of the App Store alongside Jobs.
For years, Schiller was one of Apple’s most familiar faces during events. His product demonstrations became a regular part of Apple’s launch events, and his enthusiastic “amazing” presentations helped make him a recognizable figure even outside the company.
Apple eventually made Schiller its senior vice president of Worldwide Marketing, a position he held until 2020.
Apple Fellow gave Schiller a smaller role
In 2020, Phil Schiller stepped down as Apple’s marketing chief and became an Apple Fellow. Greg Joswiak took over as senior vice president of Worldwide Marketing.
Apple said at the time that Schiller would continue to lead the App Store and Apple Events. Schiller also said he wanted to make more time for his family, friends and personal projects while continuing to work at Apple.
That arrangement lasted for six years. Now, Schiller is giving up those final major operational responsibilities, according to an unconfirmed report from Bloomberg.
Employees supposedly view the move as another step toward his eventual retirement.
Schiller’s entry in the Apple Leadership section of the company’s website has not been updated.
App Store gets a new/old boss
The App Store will reportedly move back under Apple’s services organization, which is led by Eddy Cue. Cue previously oversaw the App Store until 2015, when responsibility was shifted to Schiller and Apple’s marketing organization.
Carson Oliver, a longtime member of the App Store team, will handle its day-to-day operations and report directly to Cue, according to Bloomberg.
Apple events get a new leader, too
Phil Schiller is also reportedly stepping back from running Apple’s events, which has remained under his control since his 2020 transition.
Nola Weinstein, who has served as Schiller’s deputy for the events team since 2023, will take over responsibility. She will report to Kristin Huguet Quayle, Apple’s vice president of communications and public relations.
The changes effectively bring an end to Schiller’s role as one of the people responsible for presenting Apple’s products to the world.
A time of transition at Apple
The change comes just as Apple prepares for its biggest leadership transition in years. After 15 years in the center seat, Tim Cook‘s final day as CEO is Monday, with hardware chief John Ternus taking over Tuesday.
Like Schiller, Cook isn’t leaving Apple altogether. He will become executive chairman of the board.
