Phil Schiller, the Apple veteran who has overseen the App Store and Apple events since 2020, has stepped down from those responsibilities, according to a Bloomberg report. The 66-year-old executive remains listed by Apple as an Apple Fellow responsible for both areas, so the company has not publicly confirmed the change at the time of writing.
Phil Schiller’s App Store role is changing
Schiller left his position as Apple’s senior vice president of Worldwide Marketing in 2020, handing the job to Greg Joswiak. Apple said at the time that Schiller would become an Apple Fellow and continue to lead the App Store and Apple Events while reporting to chief executive Tim Cook.
Apple’s current leadership profile still lists Phil Schiller as responsible for the App Store and Apple Events. The company has not published an update explaining the latest reported change, and Bloomberg’s report does not identify a successor in the supplied copy.
Schiller joined Apple in 1987 and became one of its most recognisable presenters during the Steve Jobs and Tim Cook years. His appearances covered products including the iPhone, iPad and Mac, while his App Store work placed him at the centre of Apple’s relationship with developers and regulators.
The App Store has faced sustained scrutiny over its fees and rules. Schiller was involved in defending Apple’s policies, including during challenges from developers and regulators, while product events remained one of his most visible links to the company’s public image.
What happens to Apple’s events and App Store?
For now, Apple has not announced a replacement or described any change to the way the App Store is managed. Schiller’s reported departure from the role would leave Apple to clarify whether those responsibilities move to one executive or are divided between several teams.
The change also marks another shift for an executive who has been part of Apple’s public face for nearly four decades. Greg Joswiak took over Schiller’s marketing brief in 2020; the latest report concerns the separate App Store and events responsibilities Schiller retained after that move.
Apple’s leadership page and its 2020 announcement remain live, while CNBC’s account of the 2020 transition provides background on Schiller’s role and the handover to Joswiak. We will update this story if Apple confirms the change or names a successor.
Who is Phil Schiller?
Phil Schiller is a longtime Apple executive who joined the company in 1987 and served as its senior vice president of Worldwide Marketing before becoming an Apple Fellow in 2020.
What did Phil Schiller oversee at Apple?
After leaving the marketing chief role, Schiller continued to lead Apple’s App Store and Apple Events while reporting to chief executive Tim Cook.
Is Phil Schiller leaving Apple?
The supplied report says Schiller has stepped down from running the App Store and events, but it does not say that he has left Apple. Apple’s public leadership page still lists him as an Apple Fellow.
