Gurman: Apple is moving App Store to services unit run by Eddy Cue, who previously oversaw it until 2015; Cue is taking on a more influential role under Ternus (Chance Miller/9to5Mac)

Phil Schiller is set to leave his position leading the App Store and Apple events, according to a Bloomberg report. This move signals a significant shift in Schiller's career, which has spanned several decades at Apple. Schiller had served as Apple's senior vice president of worldwide marketing until 2020, when he shifted to a "Apple Fellow" role.

Greg Joswiak subsequently took on the SVP marketing role. Initially, Schiller was reported to be still working "nearly 80 hours a week" when Apple announced his transition to Apple Fellow in 2024. Despite the change in his official duties, Schiller will continue to work on "unspecified initiatives" as an Apple Fellow. However, employees at Apple speculate that this move is a step towards Schiller's eventual retirement.

In light of Schiller's departure, Bloomberg also reports that Apple is reassigning leadership of the App Store to its services team, under the guidance of Eddy Cue. Cue previously managed the App Store from 2015 until Schiller assumed the role in 2020. With this change, Cue is set to assume a more influential position within Apple.

On a day-to-day basis, the App Store will be overseen by Carson Oliver, a longtime departmental member who now reports directly to Cue. Schiller had previously divided responsibility for the App Store amongst two direct reports, Oliver and Ann Thai, two years ago.

Additionally, leadership of Apple events is being handed to Nola Weinstein, a deputy to Schiller since 2023. Weinstein will report to Kristin Huguet Quayle, Apple's VP of communications and public relations. The most significant development today, however, is that Tim Cook's tenure as Apple CEO comes to an end. Cook informed Apple employees of his last day via a memo, which is accessible online.