Apple's Phil Schiller Scales Back Role as John Ternus Era Begins

Apple's Phil Schiller is no longer going to run the App Store or oversee product events, reports Bloomberg. Schiller isn't leaving Apple, but he is narrowing his responsibilities and working on unspecified projects. Employees at Apple told Bloomberg that 66-year-old Schiller appears to be taking another step toward retirement. Schiller was Apple's marketing chief until 2020, when he stepped down and took on the title Apple Fellow. At the time, Schiller said he would stay at Apple for "as long as they will have me," but added that he wanted to make time for family, friends, and personal projects. As Apple Fellow, Schiller continued to oversee the ‌App Store‌ and Apple events, but the role may not have left him with sufficient time for his own endeavors. In 2024, The Wall Street Journal said Schiller was working close to 80 hours a week. He has been in charge of the ‌App Store‌ during some of its most tumultuous years, including Apple's ongoing struggles to comply with the Digital Markets Act in the European Union, the company's legal battle with Epic Games, and multiple other changes demanded by regulatory action in countries like Brazil and Japan. Schiller first joined Apple in 1987, left in 1993, and came back to the company in 1997 when Steve Jobs returned to Apple. He has been at the forefront of some of Apple's biggest product launches, including the iPod, iPhone, iPad, and Apple Watch. He plans to remain at Apple, and he will keep his Apple Fellow title. Schiller is stepping down from overseeing the ‌App Store‌ and Apple product launches just as John Ternus is set to take over as Apple CEO. Today is Tim Cook's last day as CEO, with Cook transitioning to Apple Chairman. Apple is moving the ‌App Store‌ to Eddy Cue, who oversaw it until 2015. Cue is Apple's services chief and will reportedly be taking a more influential role under Ternus' leadership. Carson Oliver, who has long been on the ‌App Store‌ team, will oversee its day-to-day operations. Schiller deputy Nola Weinstein will lead the Apple events team, reporting to vice president of communications and public relations Kristin Huguet Quayle. Popular StoriesNew Apple Watch Series 12 and Apple Watch Ultra 4 Features RevealedBloomberg's Mark Gurman today further outlined what to expect from the Apple Watch Series 12 and Apple Watch Ultra 4 set to be unveiled on September 9. While it was initially rumored that Touch ID may be coming to the Apple Watch this year, Gurman reiterated that he does not expect the Series 12 or Ultra 4 to have any major design changes compared to the current Series 11 and Ultra 3 models. ...iPhone 18 Pro Pre-Orders May Start at an Unusual TimePre-orders of Apple's iPhone 18 Pro may not open until Saturday, September 12, a day later than the company's usual schedule, according to a new report. Apple is set to hold its annual iPhone event on Wednesday, September 9, where the iPhone 18 Pro models, its first-ever foldable iPhone, and the Apple Watch Series 12 and Ultra 4 are all expected to be announced. Under Apple's typical...Apple Event: Six New Products to Expect on September 9Thursday August 27, 2026 8:00 am PDT by Joe RossignolApple has announced that it will be holding an event on Wednesday, September 9 at 10 a.m. Pacific Time, with the company widely expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max, its first-ever foldable iPhone, and more. Other products expected to be announced at the event include an Apple Watch Series 12 with a ceramic case option, an Apple Watch Ultra 4, AirPods 5 with and without...