Apple veteran Phil Schiller steps down as head of App Store and events

Apple veteran Phil Schiller will relinquish his responsibilities as head of the App Store and the company’s high‑profile events, Bloomberg reported. Schiller, who joined Apple in 1987 and rose to head of marketing in 1997, will retain his Apple Fellow title and will continue to work on “unspecified initiatives” within the firm. He was instrumental in launching the App Store with Steve Jobs in 2008 and assumed direct oversight of the store in 2015, overseeing its growth into a central platform for iOS, iPadOS and macOS applications.

During his tenure, Schiller contributed to the development and promotion of core Apple products, including the iPhone, iPad, iPod and Mac computers, and became a familiar face at Apple’s product unveilings. His departure from the App Store leadership marks a shift in Apple’s executive lineup, though the company has not detailed who will succeed him. The move underscores a broader transition as Apple prepares for its next phase of product and service strategy.