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Phil Schiller, one of Apple’s longest-serving executives, stepped away from two roles that kept him at the center of the company’s public and developer-facing operations. The 66-year-old executive is giving up oversight of the App Store and Apple’s product events as John Ternus takes over as Apple’s eighth chief executive on September 1, 2026.
Schiller will continue as an Apple Fellow, a role he held since 2020, while taking on other projects that the company kept undisclosed.
Schiller first joined Apple in 1987, left in 1993, and returned in April 1997 as part of the group of executives Steve Jobs brought back to rebuild the company. He earned a biology degree from Boston College in 1982 and previously worked at Massachusetts General Hospital, Nolan, Norton & Co, FirePower Systems, and Macromedia.
From February 2002, Schiller served as Apple’s senior vice president of worldwide marketing. During that period, he was part of the company’s executive team through the development and launch of products including the iMac, iPod, iPhone, iPad and Apple Watch.
Schiller became a familiar face at Apple’s product launches, particularly when Steve Jobs was away on medical leave. His keynote appearances helped make him one of the company’s most recognizable executives.
In 1999, Schiller famously jumped from a platform while carrying an iBook to demonstrate its AirPort wireless capabilities. He is also credited with the original iPod’s click wheel.
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At WWDC in June 2013, Schiller delivered the memorable line, “Can’t innovate anymore, my ass,” while introducing Apple’s cylindrical Mac Pro.
Schiller was also among the Apple executives who pushed for a native App Store for the iPhone. The App Store launched in 2008 and later became a major part of Apple’s services business.
He spent years defending Apple’s App Store policies, including during legal and regulatory disputes. He testified during Epic Games’ antitrust case and represented Apple’s position on changes required under the European Union’s Digital Markets Act.
Eddy Cue, Apple’s senior vice president of services, will take over oversight of the App Store. Carson Oliver will handle its daily operations, while Ann Thai will report to Oliver.
Apple’s product events will now be led by Nola Weinstein, Schiller’s deputy since 2023. She reports to communications vice president Kristin Huguet Quayle.
Weinstein’s first major event will be Apple’s September 9 keynote, which is expected to feature a foldable iPhone and new Apple Watch models.
Schiller remains an Apple Fellow, a rare honorary title created in the 1980s for exceptional technical or leadership contributions. About a dozen people have held the title, including Steve Wozniak and Rod Holt.
For Schiller, the latest change marks the end of his direct responsibility for two of Apple’s most visible operations. He will continue at Apple while working on projects the company has yet to describe.
