Phil Schiller Reportedly Steps Back From App Store and Product Events Role

Apple Fellow Phil Schiller has reportedly stepped back from leading the App Store and managing Apple’s product events, according to Bloomberg and AppleInsider. The reports say he remains at Apple, where he is expected to work on other initiatives, but Apple has not publicly announced the change. [1][2]

Schiller, 66, became an Apple Fellow in 2020 after leaving his position as Apple’s senior vice president of Worldwide Marketing. Apple said at the time that he would continue to lead the App Store and Apple Events while reporting to CEO Tim Cook. [3]

The new reports describe a change in those responsibilities rather than a confirmed departure from Apple. Bloomberg says the shift happened in recent days, citing people familiar with the matter. AppleInsider likewise says Schiller is reducing his workload and will focus on unspecified initiatives. [1][2]

Schiller has been one of Apple’s most recognizable executives, including through years of product presentations and his work on the company’s marketing and developer-facing businesses. His reported move leaves open who will oversee the App Store and product events going forward; Apple has not identified a successor in the cited reports.

Sources:

[1] Bloomberg

[2] AppleInsider

[3] Apple Newsroom