Phil Schiller of Apple transfers responsibility for the App Store and Events to Eddy Cue.

      Phil Schiller has stepped down from overseeing Apple’s App Store and its product events, according to a report by Bloomberg. He will retain his title as Apple Fellow while responsibilities shift to Eddy Cue’s services division, with Carson Oliver managing the store's daily operations. This transition occurs just before John Ternus assumes the role of chief executive, and thirteen days after Apple changed its EU Core Technology Fee to a flat 5% commission.

      Schiller, who is seen as one of Apple’s most enduring executives, has handed over control of the App Store and the company’s product events, as reported by Bloomberg. While he maintains his title, he relinquishes his duties. At 66 years old, he will continue as an Apple Fellow focused on undisclosed projects, and Apple has refrained from commenting on this development.

      The timing appears significant, as John Ternus will become chief executive on Tuesday, while Tim Cook transitions to executive chairman after serving fifteen years in that role. The App Store returns to Eddy Cue's services division, which managed it until 2015, with Carson Oliver now overseeing its day-to-day operations.

      One reporting structure has become more critical in Europe than the others. Ann Thai, who was responsible for distribution tools and third-party marketplaces, now reports to Oliver instead of Schiller. This role exists due to a European regulation; alternative marketplaces on the iPhone are mandated by the Digital Markets Act and were not a product-related decision.

      Schiller's position relating to the App Store had increasingly centered around regulatory issues. In April 2025, the European Commission fined Apple €500 million for preventing developers from informing users about more affordable options available elsewhere. Apple appealed and continued negotiations while also facing preliminary determinations concerning its distribution terms and the Core Technology Fee of €0.50 for installs exceeding one million.

      This settlement was reached merely thirteen days before Schiller's departure. On 18 August, Apple replaced that fee with a unified 5% commission and relaxed rules for competing app stores.

      The courts also presented him with challenges. Apple contended that its app stores on the iPhone, iPad, Mac, and Apple TV were distinct services rather than a single one. However, in July, the General Court dismissed that argument, ruling that the stores serve the same function, which means the obligations remain applicable.

      Additionally, there is a noteworthy footnote: a U.S. judge found in April 2025 that Schiller had internally advocated for Apple to follow an anti-steering injunction, but Cook overruled him. "Cook chose poorly," the ruling stated. The executive who sought compliance is now stepping away from the compliance role, coinciding with the period of relative quiet on the matter.