Phil Schiller has reportedly stepped down from overseeing the App Store and product events at Apple, though he will remain an Apple Fellow and focus on "unspecified initiatives," according to Bloomberg. Apple has not publicly announced the transition. Schiller, one of the most recognizable figures at Apple and a mainstay of its events for many years, previously stepped down as senior vice president of marketing in 2020. Along with revealing new products and helping shape devices like the iPhone and iPod, Schiller led the creation of the App Store alongside Steve Jobs.

As the head of the App Store, Schiller managed developer relations, including the long-running legal battle with Epic Games, and handled policy updates and revenue share adjustments. Bloomberg reports that the App Store will return under the remit of Eddy Cue, who leads the services division and previously ran the App Store before Schiller took over in 2015.

Carson Oliver, one of Schiller's deputies, will lead the App Store team on a day-to-day basis. Alex Rofman, head of Apple Arcade, will report to Oliver. Nola Weinstein, Schiller's deputy for product launches, will lead Apple's events team under Kristin Huguet Quayle, vice president of communications. The first event under Weinstein's leadership is scheduled for September 9, expected to feature the iPhone 18 Pro models and new Apple Watch variants.