When Schiller became an Apple Fellow, he relinquished his marketing role to Greg Joswiak, but he continued to lead the efforts for the App Store and product events. The App Store duties move over to Apple’s services division, which is run by SVP Eddy Cue. Carson Oliver will run the App Store on a daily basis.
Apple’s events team is now run by Nola Weinstein, who has acted as “Schiller’s deputy since 2023,” according to Gurman. Weinstein reports to Kristin Huguet Quayle, Apple’s vice president of communications and public relations.
Schiller will still serve as an Apple Fellow and will work “on unspecified initiatives,” but the change is an indication that Schiller is moving towards full retirement. When he stepped down as SVP in 2020, it was viewed as the start of a gradual move towards leaving the company.
Apple’s executive suite has been undergoing a series of personal changes in the past few years as leaders age towards retirement. Besides Tim Cook, Lisa Jackson (VP for Environment, Policy, and Social Initiatives) retired in January, John Giannandrea (SVP, Machine Learning and AI) retired in April, and Katherine Adams (SVP Government Affairs) will retire by the end of the year. In 2025, Luca Maestri (CFO) and Jeff Williams (COO) retired, whille Alan Dye (VP Human Interface Design) left for Meta. And of course, Tim Cook steps down as CEO this week.
The executive changes will be a challenge for incoming CEO John Ternus, but the company is in a position where it is seeing growth and success with all of its products. At the same time, Apple clearly needs to show it can develop and incorporate AI-based technologies to show progress going forward. New blood can help drive Apple towards that goal.
