Phil Schiller, one of Apple’s longest-serving executives, is stepping down from his roles overseeing the App Store and Apple events, according to a report from Bloomberg published August 31, 2026. Schiller will retain his Apple Fellow title and continue working on unspecified initiatives.
Schiller first joined Apple in 1987 and became head of marketing in 1997. He helped launch the App Store alongside Steve Jobs in 2008, though he did not take over as head of the store until 2015. Over the years, he played a central role in the development and public presentation of major Apple products, including the iPhone, iPad, iPod, and Mac. He had already begun stepping back from some responsibilities in 2020, when he handed his senior vice president of marketing role to Greg Joswiak.
The announcement comes one day before a broader leadership transition at Apple. Hardware chief John Ternus is set to take over as CEO on September 1st, 2026, replacing Tim Cook, who is stepping down. As part of the restructuring, Apple is moving the App Store division under services head Eddy Cue. Carson Oliver will continue to lead the store, supported by Ann Thai, who oversees app distribution tools and third-party marketplaces.
The App Store facilitated more than $1.4 trillion in transactions last year. During Schiller’s tenure heading the store, Apple faced ongoing legal battles and government regulations that forced changes to its policies around app distribution and payments.
Apple did not immediately respond to a request for comment from The Verge.
Source: The Verge