Apple’s Phil Schiller Steps Back as Leadership Shake-Up Accelerates

Apple veteran Phil Schiller has stepped away from overseeing the App Store and the company’s high-profile product launch events, marking another major leadership change as the iPhone maker prepares for a new era under incoming CEO John Ternus.

According to Bloomberg, the 66-year-old executive will remain with Apple as an Apple Fellow but will no longer handle his longtime operational responsibilities. Schiller is expected to focus on unspecified initiatives at the technology giant.

His reduced role comes as Apple prepares for a historic transition at the top. Ternus is set to become Apple’s chief executive, while Tim Cook will move to the role of Executive Chairman after leading the company for 15 years following the Steve Jobs era.

Schiller’s move adds to a broader generational shift within Apple’s leadership team. Several longtime executives are preparing to leave, including senior figures in legal and payments, while the company has also made recent leadership changes involving operations, finance, hardware and government affairs.

As part of the restructuring, oversight of the Apple App Store will move to the services division headed by Eddy Cue. The App Store is a major part of Apple’s services business and is estimated to generate more than $30 billion in annual revenue.

Carson Oliver will take responsibility for the App Store’s day-to-day operations. His duties include app distribution, third-party marketplaces and Apple Arcade, the company’s subscription gaming platform.

Apple is also transferring responsibility for global product launches and events to Nola Weinstein, who previously served as Schiller’s deputy. Weinstein will report directly to Kristin Huguet Quayle, Apple’s Vice President of Communications and Public Relations.

The leadership changes arrive shortly before Apple’s September 9 product event, where the company is expected to unveil its anticipated foldable iPhone alongside an updated Apple Watch lineup.

For Ternus, the executive reshuffle creates an early management challenge as he prepares to lead Apple with a significantly changing senior leadership team.