At least for the time being, he’ll continue to preside over the App Store, but is also making time for “family, friends, and a few personal projects I care deeply about.” While the App Store has continued to face serious criticisms from developers, including antitrust concerns, Schiller’s team has been more responsive and communicative with developers regarding some issues, while continuing to let others percolate for overly extended periods of time.
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In 2015, he took over responsibility for the App Store from iCloud chief Eddy Cue in an apparent effort to address developer concerns over the iPhone and iPad’s exclusive software store. He was notably responsible for marketing Apple’s abandonment of iPhone headphone ports as “ courage to move on,” among other slick explanations of controversial Apple decisions, which sometimes threaded the needle to the consternation of critics. Schiller then became one of relatively few Apple executives to personally present new products at media events, and was frequently quoted as a key internal source in its press releases as new computers and devices transitioned from rumors to reality.Īs contrasted with the operational wizard Cook, Schiller evoked a Jobs-like sense of California cool, and is credited by Apple with guiding both products and marketing for the past 30 years.
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When Jobs sought a name for the then-unreleased all-in-one Macintosh that was eventually named “iMac,” he presented Schiller’s Sony-inspired alternative - “MacMan” - to challenge advisers to do better, with their marketing collaboration ultimately leading to Apple’s successful series of “i”-prefix products. It’s hard to overstate Schiller’s importance to Apple during the eras of CEOs Jobs and Tim Cook, both behind the scenes and in front of cameras. Today, Apple announced that longtime marketing VP Greg Joswiak will replace Schiller in the marketing role and Schiller will become an Apple Fellow, leading the company’s events and App Store for “as long as they will have me.” Having worked for Apple since 1987 - several years into the Macintosh era and nearly a decade before Steve Jobs returned to the company to reverse its then-troubled fortunes - Phil Schiller subsequently became one of the company’s most prominent executives, leading Apple’s global marketing efforts as a senior vice president and ultimately becoming head of the multi-billion-dollar App Store. Join gaming leaders, alongside GamesBeat and Facebook Gaming, for their 2nd Annual GamesBeat & Facebook Gaming Summit | GamesBeat: Into the Metaverse 2 this upcoming January 25-27, 2022.