Sources: Phil Schiller stepped down from his role leading the App Store and product events; he will remain at Apple to work on unspecified initiatives
Apple Inc.'s Phil Schiller, one of the most visible and influential executives across both the Steve Jobs and Tim Cook eras …
Bloomberg Mark Gurman
Context & Ripple Effects
Schiller’s App Store remit dates to his 2015 takeover of App Store leadership, while Apple’s 2020 marketing succession left him as an Apple Fellow leading the store and product events. The reported handoff would end that unusually durable operational role.
The change arrives as Apple prepares for a leadership transition to John Ternus, and separate same-day reporting says the App Store is being moved into Eddy Cue’s services organization. That places a core developer and distribution channel closer to Apple’s services leadership.
First-order effects
- Phil Schiller reportedly relinquishes responsibility for the App Store and product events, shifting him to an advisory, project-based role rather than departmental leadership.
- If the separately reported services reorganization proceeds, Eddy Cue regains App Store oversight and Apple’s communications function resumes responsibility for product-event execution, according to Mark Gurman.
Second-order effects
- App developers and platform partners would deal with an App Store organization aligned to Apple’s services unit, concentrating store policy and commercial decisions under Cue’s leadership.
- Apple’s product teams and communications staff would need to coordinate launch events without Schiller’s combined stewardship of the store and presentation roles.
Third-order effects
- The succession consolidates operational authority around the executives serving the Ternus era, while longtime Apple Fellows shift from running functions to advisory work.
- If the services alignment holds, Apple’s App Store governance will be shaped more directly by the company’s services organization than by the marketing-led structure established in 2015.
The trend: Apple’s leadership transition is moving long-held product, platform, and communications responsibilities into a new operating structure around Ternus and Cue.
Related: Apple · Phil Schiller · Schiller takes over App Store leadership · App Store moves to Eddy Cue’s services unit
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Discussion
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@markgurman
Mark Gurman
on x
Eddy Cue gets the App Store after an 11 year break, Apple Events goes back to Communications/PR after a seven year hiatus.
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@markgurman
Mark Gurman
on x
NEW: Phil Schiller, one of its most important and visible executives during both the Jobs and Cook eras, is stepping down from his role leading the App Store and product launch events in Apple's major changing of the guard. https://www.bloomberg.com/...
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r/apple
r
on reddit
Apple's Phil Schiller Steps Down from Running App Store, Product Events
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@markgurman
Mark Gurman
on x
To be clear, this is part of a retirement plan. Schiller no longer runs any departments at Apple. He remains there on an as-needed basis/advisory basis and will handle any projects he's needed for in the time being.
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@mysk_co
@mysk_co
on x
This is directionally very good
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@mgsiegler
M.G. Siegler
on x
A few weeks back, gaming out how the Epic/Apple rift might play out in the US. Two of those shoes just dropped at once... https://spyglass.org/...
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@markgurman
Mark Gurman
on x
Cue's role at Apple has been growing quickly under Ternus, now the App Store and Apple Arcade and previously getting responsibility over Health at the end of last year.
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@classicii_mrmac
Mr. Macintosh
on x
This is a pretty big announcement. Phil Schiller was right there with Steve Jobs and Tim Cook at the start of Apple's comeback in 1997-1998. He is officially stepping back to only his Apple Fellow role. Phil has a combined 35 years of service to Apple 1987 - 1993 & 1997-today
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@dylanmcd8
Dylan
on x
Sad to see Phil leave, but oh my gosh, Eddy Cue taking over the App Store could be SO good
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@parkerortolani
Parker Ortolani
on x
opportunities for change I hope
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@luke_metro
@luke_metro
on x
what a run, I'll never forget when Phil Schiller jumped 20ft holding a laptop in 1999 to demonstrate Wi-Fi to the public
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@tim_cook
Tim Cook
on x
Sending lots of love to the Apple community on my last day as CEO. My title changes tomorrow, but the love I have for the Apple community never will. Thank you for being a constant source of inspiration. My gratitude is endless, and I'm excited for the next chapter!
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@markgurman
Mark Gurman
on x
Tim Cook will remain intimately involved at Apple after handing off the CEO role to Ternus, eager to fill his plate with responsibilities and to continue his relationships with Donald Trump and in China. He's far from saying goodbye.
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@sarahpereztc
Sarah Perez
on x
Tim Cook's parting message: Apple is in the hands of a product builder https://techcrunch.com/...
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@trungtphan
Trung Phan
on x
Steve Jobs really pulled a reality distortion field to poach Tim Cook from Compaq (in 1998, it was worth $30B+ to Apple's $3B). All of Cook's friends and advisors told him not to join almost-bankrupt Apple. Cook says it took Jobs one meeting to convince him: “I had gotten a
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@viticci
Federico Viticci
on x
My favorite @tim_cook moment: After I published my story on life after cancer in 2015, he wanted to talk to me about it and said Apple would continue doing as much as they could with Health and the Apple Watch. Thanks for the work, Tim. https://www.macstories.net/...
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@alfred_lin
Alfred Lin
on x
@tim_cook Generational transitions are tough, and even tougher when it's for an already legendary company like Apple. Congrats on all you accomplished as CEO and before, and all you'll continue to accomplish.
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@chancehmiller
Chance Miller
on x
Tim Cook, in a memo to Apple employees on his last day as CEO: “We have made it possible to leave our ‘dent in the universe,’ as Steve once described it, because of who we are and what we believe, because of what we value and how we see the world. How fortunate we are. How
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@sahilbloom
Sahil Bloom
on x
Today is Tim Cook's last day as CEO at Apple. I first met Tim in 2014 and I've been fortunate to call him a mentor and friend ever since. I want to share something about him that I've found remarkable. He's the best example I've seen of an old Zen saying: “What do you do
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@aravsrinivas
Aravind Srinivas
on x
Congrats Tim on an incredible journey at Apple. Few people have ever shipped at that scale without letting the bar for excellence slip. You've raised the standard for all of us to aspire to; thanks for everything.
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@ijustine
@ijustine
on x
I can't believe we are just one day away from Apple getting a new CEO! Wishing Tim the best of luck in his new role and congrats on the last 28 years at Apple!
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@jonfortt
Jon Fortt
on x
Today is Tim Cook's last day as $AAPL CEO before he becomes executive chairman after 15 years at the helm. Here's #Apple revenue from before he took over, without FY 2026 included because it still has another month to go:
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@johnnie
Johnnie Manzari
on x
Steve Jobs' greatest product wasn't the iPhone or the Mac, it was Apple itself: the machine that makes the machine. When Tim Cook took over, conventional wisdom was that Apple would slide into irrelevance, because Steve's system required a singular product visionary driving the
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@markgurman
Mark Gurman
on x
NEW: Tim Cook sends a final memo to Apple employees on his last day as CEO. “I will miss this work in ways I can only begin to imagine, even as I remain completely at peace with my decision,” he says, adding he has “enormous comfort” with Ternus in charge. https://www.bloomberg.c…
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@greg16676935420
Greg
on x
🚨BREAKING: After 15 years, today is Tim Cook's last day as CEO of Apple
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r/apple
r
on reddit
Read Tim Cook's full memo to Apple employees on his last day as CEO
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r/technology
r
on reddit
Read Tim Cook's full memo to Apple employees on his last day as CEO: “Today is my last day as CEO of Apple. As you know, I am not leaving Apple. …
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@smb_attorney
@smb_attorney
on x
Inherited $350 billion. Handed back $4.7 trillion. That's $4.3 trillion of market value in 15 years. About $800 million a day. And he did it as the first openly gay Fortune 500 CEO and being asked to follow Steve Jobs. [Only Jensen Huang has created more market value as a CEO.]
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@saaaanjjjuuu
Sanju Choudhary
on x
Today is Tim Cook's last day as Apple CEO😭 Products released under Tim Cook: - iPhone 4S to iPhone 17 series - Magsafe ecosystem - Apple Vision Pro - Apple Watch - AirPods - Apple Pencil - Apple Music - Apple TV - Apple Pay - Face ID - HomePod - Apple Silicon We are gonna
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@deryatr_
Derya Unutmaz
on x
Thank you, Tim Cook, for maintaining and greatly enhancing the magnificent DNA of Apple set by Steve Jobs. He was right again in picking you to lead one of the greatest companies ever, of which I've been a fanatic fan for more than three decades. Stay Hungry. Stay Foolish. 🙏👋
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@lukemiani
Luke Miani
on x
Tim Cook took Apple from $350B to $4T in 15 years without overtly taking advantage of customers to the degree that has become commonplace. He didn't fill every Apple product with ads, sell your data to the highest bidder. He didn't trap you in a dependency cycle where you have
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@mtslive
@mtslive
on x
SITUATION EXPLAINED: Today is Tim Cook's last day as CEO of Apple. - 2011: jobs resigns, cook takes over, iphone 4s - 2012: iphone 5, ipad mini, third-gen ipad - 2013: iphone 5s and 5c, dividends and buybacks begin - 2014: beats acquired for $3b, iphone 6, apple pay, cook comes
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@chshersh
Dmitrii Kovanikov
on x
@unusual_whales Meanwhile, Apple products are worse than ever. Another sober reminder: shareholders' value doesn't always mean users' value.
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@joshelman
Josh Elman
on x
I feel so lucky to have worked at Apple for 10% of its company lifetime. All in Tim's era. What is special about Apple is that it is grown to become a focused group of people focused on making the best technology in the world for people to use in their regular lives.
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@classicii_mrmac
Mr. Macintosh
on x
In 1997, Tim was a VP at Compaq, which was the #1 computer maker in the world Apple on the other hand was in deep trouble. Steve Jobs personally recruited him away from Compaq. That decision helped reshape Apple's future. Today, Apple is the 2nd largest company in the world.
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@joshelman
Josh Elman
on x
Instead of talking about market cap growth, what about talking about the impact of Tim's Apple on lives saved by Apple Watch, the number of people with new phones that went about their lives better, the amount of work that got done faster at higher quality on Macs and more.