Phil Schiller reportedly steps down as Apple's App Store and events chief

As Tim Cook steps aside as Apple's chief executive and John Ternus takes over, other leadership changes are reportedly underway at the company. Bloomberg first reported that Phil Schiller has stepped down from overseeing the App Store and Apple's product events. Apple has not made a public announcement about the move.

Schiller, who stepped down as senior vice president of marketing back in 2020, will remain with the company as an Apple Fellow, working on initiatives that have not been specified. He is one of Apple's most recognizable public figures, having been a fixture at company events for years and having helped build the App Store alongside Steve Jobs, while also contributing to the development of devices such as the iPhone and iPod.

App Store returns to Eddy Cue

As head of the App Store, Schiller handled relations with developers — including the long-running legal dispute with Epic Games — and made decisions on app approvals, policy updates, and revenue-share changes following court rulings and new regulations.

According to Bloomberg, the App Store will once again fall under Eddy Cue, who currently leads Apple's services division and previously ran the App Store before 2015. Day-to-day leadership of the team will go to Carson Oliver, who has served as one of Schiller's App Store deputies for the past two years. Reporting to Oliver will be Ann Thai, who handles app distribution tools and third-party marketplaces, as well as Apple Arcade head Alex Rofman.

New leader for the events team

On the events side, Schiller's deputy for product launches, Nola Weinstein, is reportedly set to lead Apple's events team, which sits under Kristin Huguet Quayle, vice president of communications and public relations. The first event under Weinstein's leadership is scheduled for September 9, where the iPhone 18 Pro lineup, new Apple Watch models, and the company's first foldable iPhone are expected to be unveiled.