Apple is reorganizing its leadership structure as Phil Schiller, the long-time architect of the App Store and Apple product events, is stepping away from those responsibilities. Though he’s staying on at the company as an Apple Fellow, Schiller will no longer oversee the App Store or product launch events, instead focusing on unspecified projects. The shift comes as John Ternus officially assumes the role of Apple’s new CEO and Tim Cook transitions to Chairman.
New Oversight for App Store and Events
Starting immediately, App Store oversight moves under Eddy Cue, who previously managed it until about 2015. Cue, now Apple’s services chief, will take a more influential role under Ternus’s leadership. Day-to-day management of the App Store operations will be handled by Carson Oliver, a veteran member of the App Store team. Meanwhile, Nola Weinstein, formerly Schiller’s deputy, will assume leadership of Apple’s product events, reporting to communications VP Kristin Huguet Quayle.
Schiller’s Legacy and Path Forward
At 66 years old, Schiller appears to be inching toward retirement, though he insists he’s not leaving Apple. He first joined the company in 1987, left briefly in 1993, then returned in 1997. Over the decades, he played key roles in the launches of the iPod, iPhone, iPad, and Apple Watch. As Apple Fellow—a title he has held since stepping down as marketing chief in 2020—he continued to run the App Store and lead Apple’s product events.
Schiller’s tenure has been marked by challenges including legal battles like Apple vs. Epic Games, compliance with the EU Digital Markets Act, and regulatory pressure in countries like Brazil and Japan. Reports from late 2024 claimed he was working nearly 80 hours per week, suggesting his dual roles left little space for personal pursuits.
The Ternus Era Begins
Today—August 31, 2026—also marks the formal transition of leadership at the top. John Ternus has assumed the CEO role from Tim Cook, who becomes Chairman of Apple’s Board. The reassignments around Schiller’s responsibilities align with this broader executive reshuffle aiming to distribute duties under the new leadership.
Schiller will retain his title as Apple Fellow and remain at the company, though the specifics of his future projects have not been disclosed.
What this means: Schiller’s scale-back signals a significant transition in Apple’s organizational fabric. With Cue and others taking up the reins, the company is recalibrating its leadership just as Ternus steps into the CEO role. For developers, this could mean shifts in how App Store policies evolve. For product launches, Weinstein’s new role suggests a possible change in how Apple stages its high-profile events. As Ternus begins his tenure, all eyes will be on how these changes influence both culture and strategy at Apple.
