Apple’s Phil Schiller is stepping down from leading the App Store and Apple product events, according to a report by Bloomberg. Sources cited by multiple outlets say Schiller keeps the “Apple Fellow” title and remains at the company while shifting away from day-to-day responsibilities.
The change comes as Apple enters a new leadership phase. Bloomberg’s reporting, echoed by outlets including The Verge and MacRumors, frames the move as part of a scaling back of Schiller’s role, with employees reportedly learning of the decision shortly before or during the transition from Tim Cook’s tenure. MacRumors adds that Apple’s App Store oversight is moving toward Eddy Cue, while day-to-day operations are expected to be handled by others within the App Store organization.
Across the coverage, the core details are consistent: Schiller is no longer running the App Store or managing product events, he is still working on unspecified initiatives, and he remains at Apple. Differences are mainly in added context and staffing specifics rather than the central fact of his reduced remit.
Key points in the reporting include that Schiller remains an Apple Fellow and appears to be moving closer to retirement, while Apple’s services and executive structure around product and App Store leadership adjusts during the transition period.
