Apple’s Phil Schiller Steps Down from App Store and Events
Apple’s Phil Schiller hands over App Store and Events to Eddy Cue, according to Bloomberg. Schiller retains his title as an Apple Fellow while responsibility shifts to Cue’s services division, with Carson Oliver taking day-to-day management of the App Store.
This change occurs on the eve of John Ternus becoming Apple’s new CEO and follows recent legal developments regarding Apple’s app store policies.
Background
- The shift comes thirteen days after Apple replaced its EU Core Technology Fee with a flat 5% commission.
- Schiller’s role had evolved into largely a regulatory one, focusing on navigating the complexities of the Digital Markets Act.
- Apple faced significant fines and legal challenges related to app store policies that restricted developers from directing users to alternative offers.
Regulatory Focus and Legal Battles
- In April 2025, the European Commission fined Apple €500 million for blocking developers from informing users about cheaper alternatives on other platforms.
- Apple appealed and negotiated, ultimately reaching a settlement thirteen days before Schiller’s announcement.
- The General Court ruled in July that Apple’s app stores across multiple devices performed the same function, meaning anti-steering injunctions applied to them.
- A US judge revealed in April 2025 that Schiller had advocated for internal compliance with an anti-steering injunction but was overruled by Tim Cook.
Future Changes
The transition brings significant changes:
- Ann Thai, previously responsible for distribution tools and third-party marketplaces, now reports to Carson Oliver instead of Schiller.
- This shift reflects the European legal landscape demanding alternative app markets on iOS devices.