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Apple veteran Phil Schiller steps back from App Store and product events as Tim Cook hands over CEO role

Phil Schiller, a longtime Apple executive who helped launch major products and co-created the App Store, is stepping down from running the App Store and Apple's product events. He will remain at the company as an 'Apple Fellow' and work on unspecified projects. The move coincides with John Ternus becoming CEO on September 1, alongside other leadership changes.

By Tertius News AI Desk 2 distinct · 2 mastheads · 2 articles Version 1 Coverage Sep 1, 2026 Published 1h ago

Phil Schiller, one of Apple's most recognizable executives for over three decades, has stepped down from leading the App Store and the company's product launch events, according to reports from Bloomberg, citing people familiar with the matter.

Schiller will remain at Apple as an “Apple Fellow,” and he informed colleagues he would work on unnamed projects. Some within Apple view the move as a significant step toward his eventual retirement, the reports added.

Schiller, 66, is known for helping introduce many of Apple's biggest products, including the iPhone, iPad, iPod, and numerous Mac models. Alongside Steve Jobs, he also helped create the App Store. After stepping down as senior vice president of worldwide marketing in 2020, Schiller continued to oversee the App Store and Apple events, becoming the main decision-maker on controversial app approvals and developer relations. He also led policy changes in response to lawsuits and regulations, including the long-running legal dispute with Epic Games.

The change comes just before John Ternus takes over as chief executive officer on September 1, succeeding Tim Cook, who will become executive chairman. Cook led Apple for 15 years.

Several other veteran leaders are also departing or stepping down, including operations chief Jeff Williams, former hardware head Dan Riccio, finance chief Luca Maestri, and environment chief Lisa Jackson.

Phil Schiller's responsibilities will be split: Carson Oliver will manage the App Store, reporting to Eddy Cue, who ran the App Store until 2015. Nola Weinstein will oversee Apple's product events, reporting to Kristin Huguet, vice president of communications.

Schiller's career at Apple spans two stints: from 1987 to 1993, and from 1997 to the present. During that time, he became one of the most visible executives at Apple, working closely with both Steve Jobs and Tim Cook.

How each outlet told it

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India Today

Framing: Focuses on Tim Cook's departure and another Apple veteran stepping back

as of Sep 1, 2026, 5:46 AM UTC

Facts Included:

Tim Cook is stepping down as Apple CEO
John Ternus is succeeding Tim Cook
Phil Schiller is stepping down from leading the App Store and Apple’s product events
Phil Schiller has worked at Apple for over 3 decades in two stints: 1987-1993 and 1997-present
Schiller worked closely with Steve Jobs and Tim Cook
Schiller helped lead the creation of the App Store alongside Jobs
In 2020, Schiller transitioned to the role of Apple Fellow after stepping down as senior vice president of worldwide marketing
Schiller is believed to be Apple’s main decision-maker on approving or rejecting controversial apps
Apple is moving responsibility for the App Store to the services division led by Eddy Cue
Nola Weinstein is taking over the events team, having served as Schiller’s deputy since 2023
Apple’s next event is set for September 9, expected to launch iPhone 18 Pro series and foldable iPhone
Apple’s operations chief Jeff Williams, former hardware head Dan Riccio, finance chief Luca Maestri, and environment chief Lisa Jackson have also stepped down or shifted roles

Read the source article →

Livemint

Framing: Phil Schiller's identity as a veteran and his step-down from running the App Store and product events.

as of Sep 1, 2026, 6:47 AM UTC

Facts Included:

Phil Schiller has stepped down from running the App Store and Apple's product launch events
Schiller will stay at the company as an 'Apple Fellow'
He told employees he would work on unnamed projects.
Many workers believe this is a big step toward him finally retiring.
John Ternus takes over as the new CEO on September 1.
Tim Cook will become the executive chairman.
Carson Oliver will manage the App Store, reporting to Eddy Cue.
Nola Weinstein will oversee Apple's product events.
Schiller was Apple's senior vice president of marketing until 2020.
Schiller helped create the App Store and was involved with major products like the iPhone, iPad, iPod, and Mac.
Schiller decided whether to approve or reject controversial apps and handled relationships with software developers.
Schiller led efforts to implement new App Store rules to address lawsuits and new government regulations.
Schiller dealt with Epic Games during a long court case over in-app payments.
The App Store makes over $30 billion every year.
Eddy Cue ran the App Store until 2015.
Carson Oliver will report to Eddy Cue.
Nola Weinstein will oversee Apple's product events and report to Kristin Huguet, vice president of communications.
Leaders like Jeff Williams, Dan Riccio, Lisa Jackson, and a past general counsel are noted as departing or stepping down.

Read the source article →

What was claimed, and who backed it

AI-extracted; can misattribute a claim — see Methodology.

Each row is one claim, attributed to the outlet whose wording states it most clearly. Confidence rates how directly the source text states the claim — explicit and unhedged rates high; hedged, pieced-together, or internally inconsistent statements rate lower. It does not measure whether the claim is true. Status is Contested when two claims on this page negate each other; otherwise it counts the distinct outlets we found asserting that specific claim — so a single-source claim can still show high confidence, and a multi-source claim can show medium. Every one of those outlets is named beside the status, so you can check the count against the list. For claims extracted before we began storing that list, the row says so: it names the outlet the claim is quoted from and states that we have not recorded which outlets backed it. Outlets wrote at different times, so a figure that evolves — a casualty count, for example — can legitimately differ between rows; check the "as of" time next to each claim's source.

Claim	Confidence	Status
ClaimPhil Schiller has stepped down from running the App Store and Apple's product launch events.	ConfidenceHigh	StatusMulti-source (2 outlets · 2 distinct) via Livemint as of Sep 1, 2026, 6:47 AM UTC, India Today as of Sep 1, 2026, 5:46 AM UTC
ClaimPhil Schiller will remain at Apple as an 'Apple Fellow'.	ConfidenceHigh	StatusMulti-source (2 outlets · 2 distinct) via Livemint as of Sep 1, 2026, 6:47 AM UTC, India Today as of Sep 1, 2026, 5:46 AM UTC
ClaimPhil Schiller informed colleagues he would remain at Apple in an unspecified role and work on unnamed projects.	ConfidenceLow	StatusMulti-source (2 outlets · 2 distinct) via Livemint as of Sep 1, 2026, 6:47 AM UTC, India Today as of Sep 1, 2026, 5:46 AM UTC
ClaimMany workers believe Schiller's move is a big step toward him eventually retiring from Apple.	ConfidenceHigh	StatusSingle-source via Livemint as of Sep 1, 2026, 6:47 AM UTC

Transparency & Audit Trail

2 distinct · 2 mastheads · 2 articles consulted: India Today, Livemint 4 claims extracted Version 1 Written 2026-09-01