Phil Schiller is stepping back from two of his remaining high-profile Apple responsibilities, with oversight of the App Store moving to Eddy Cue and Apple Events being assigned to Nola Weinstein. Schiller will remain an Apple Fellow and work on unspecified projects, Bloomberg reports.
The App Store will return to Apple’s services organization under Cue, who oversaw it until 2015 before responsibility shifted to Schiller and the marketing organization. Carson Oliver, an App Store veteran, will lead the store’s day-to-day operations and report directly to Cue. Schiller had already divided operational duties between Oliver and Ann Thai two years ago.
The organizational move places one of Apple’s most important services businesses directly under Cue at a time when the App Store remains closely scrutinized by developers and regulators. The store is both a major distribution channel for Apple’s platforms and a central part of its wider services operation.
Weinstein, who has been Schiller’s deputy for Apple Events since 2023, will lead the events operation and report to Kristin Huguet Quayle, Apple’s vice president of communications and public affairs. Schiller had long been one of the company’s most recognizable keynote figures, appearing at product launches from the Steve Jobs era through Tim Cook’s tenure and overseeing Apple’s first fully virtual WWDC in 2020.
Schiller joined Apple in 1987 and served as senior vice president of Worldwide Marketing before becoming an Apple Fellow in 2020. Greg Joswiak took over marketing at that point, while Schiller retained the App Store and Apple Events portfolios. Those last two major operating responsibilities are now being transferred as John Ternus is set to take over from Cook as CEO on September 1.
