Apple's Phil Schiller Scales Back Role as John Ternus Era Begins

Oversee product events? Didn't know that was a thing he did.

Apple's Phil Schiller is no longer going to run the App Store or oversee product events, reports Bloomberg ('https://www.bloomberg.com/news/articles/2026-08-31/apple-s-phil-schiller-steps-down-from-running-app-store-and-product-events'). Schiller isn't leaving Apple, but he is narrowing his responsibilities and working on unspecified projects.



Employees at Apple told Bloomberg that 66-year-old Schiller appears to be taking another step toward retirement.

Schiller was Apple's marketing chief until 2020, when he stepped down and took on the title Apple Fellow ('https://www.macrumors.com/2020/08/04/phil-schiller-apple-fellow/'). At the time, Schiller said he would stay at Apple for "as long as they will have me," but added that he wanted to make time for family, friends, and personal projects.

As Apple Fellow, Schiller continued to oversee the App Store and Apple events, but the role may not have left him with sufficient time for his own endeavors. In 2024, The Wall Street Journal said Schiller was working close to 80 hours a week ('https://www.macrumors.com/2024/03/27/apple-phil-schiller-profile/'). He has been in charge of the App Store during some of its most tumultuous years, including Apple's ongoing struggles to comply with the Digital Markets Act in the European Union, the company's legal battle with Epic Games, and multiple other changes demanded by regulatory action in countries like Brazil and Japan.

Schiller first joined Apple in 1987, left in 1993, and came back to the company in 1997 when Steve Jobs returned to Apple. He has been at the forefront of some of Apple's biggest product launches, including the iPod, iPhone, iPad, and Apple Watch. He plans to remain at Apple, and he will keep his Apple Fellow title.

Schiller is stepping down from overseeing the App Store and Apple product launches just as John Ternus is set to take over as Apple CEO. Today is Tim Cook's last day as CEO, with Cook transitioning to Apple Chairman.

Apple is moving the App Store to Eddy Cue, who oversaw it until 2015. Cue is Apple's services chief and will reportedly be taking a more influential role under Ternus' leadership. Carson Oliver, who has long been on the App Store team, will oversee its day-to-day operations.

Schiller deputy Nola Weinstein will lead the Apple events team, reporting to vice president of communications and public relations Kristin Huguet Quayle.

Article Link: Apple's Phil Schiller Scales Back Role as John Ternus Era Begins ('https://www.macrumors.com/2026/08/31/phil-schiller-stepping-down-app-store/')

Apple is moving the App Store to Eddy Cue, who oversaw it until 2015.