Apple’s Phil Schiller steps down as App Store chief after nearly a decade

Apple is undergoing a major leadership transition, with longtime App Store chief Phil Schiller stepping down from his role after nearly a decade overseeing one of the company’s most important services.

Schiller has led the App Store since 2015 and has been one of Apple’s most experienced senior executives, having worked closely with both former CEO Steve Jobs and CEO Tim Cook.

He first joined Apple in 1987 and, apart from a four-year period away from the company, has spent most of his career helping shape Apple’s products, marketing and business strategy.

Although Schiller is leaving his position as head of the App Store, he will remain with Apple as an Apple Fellow, a title reserved for executives and experts who have made significant contributions to the company.

In his new position, Schiller is expected to focus on projects outside the day-to-day management of the App Store, although Apple has not specified his future responsibilities.

Carson Oliver, an Apple executive with more than 14 years at the company, will take responsibility for the App Store’s daily operations.

Schiller’s transition comes soon after Tim Cook stepped down as Apple CEO following 15 years in the role, with former hardware chief John Ternus taking over as chief executive.

The leadership changes come as Apple reassesses several aspects of its business, including the strategy surrounding its highly profitable App Store.

Reports indicate that the company’s new leadership is exploring ways to improve App Store margins and increase recurring revenue from its services business.

Those plans may have contributed to Schiller’s decision to relinquish his leadership position, according to reports.

Schiller had reportedly expressed concerns about pursuing more aggressive revenue strategies that could further strain Apple’s relationships with developers and regulators.

One major point of disagreement involved Apple’s approach to commissions on purchases made outside the App Store.

Schiller had previously opposed a plan to charge developers a 27% commission when customers made purchases through external websites after following links from applications.

Court documents indicate that Schiller raised concerns about the potential impact of the policy on Apple’s relationship with developers.

Other senior executives supported the commission strategy, while Cook ultimately sided with Apple’s finance leadership over Schiller’s objections.

The dispute unfolded amid Apple’s lengthy legal battle with Epic Games, the creator of Fortnite, which accused Apple of engaging in anticompetitive practices through its App Store policies and commissions.

A federal judge subsequently ordered Apple to allow developers to direct users toward alternative payment options outside the App Store.

Judge Yvonne Gonzalez Rogers later criticized Apple’s internal response to the injunction, saying Schiller had advocated compliance while other executives pushed for a different approach.

The court’s decision marked a significant challenge to Apple’s long-standing control over its digital marketplace.

A federal appeals court later upheld the broader ruling while modifying certain aspects of the penalties, allowing Apple to potentially charge fees tied to legitimate costs and intellectual property associated with external transactions.

The dispute has been particularly significant for Schiller, who spent years publicly defending Apple’s App Store policies and its tightly controlled ecosystem.

The App Store remains a major source of revenue for Apple, generating tens of billions of dollars annually and playing a central role in the company’s expanding services business.

Schiller’s departure therefore comes at a critical moment as Apple attempts to balance revenue growth with pressure from developers, regulators and courts around the world.

His decision is also part of a wider wave of leadership changes at Apple as the company enters a new era under Ternus.

Former Chief Operating Officer Jeff Williams recently retired after 27 years with the company.

Apple has also seen the departure announcements of Lisa Jackson, its vice president for Environment, Policy and Social Initiatives, and General Counsel Kate Adams.

Apple Pay chief Jennifer Bailey is also scheduled to retire in October.

The succession of senior departures highlights the scale of the leadership transition underway at Apple.

With experienced executives leaving or moving into new roles, the company is expected to reshape its leadership structure and priorities under Ternus.

Schiller, however, will continue to contribute to Apple as an Apple Fellow, allowing the veteran executive to remain involved with the company while stepping away from direct responsibility for the App Store.