Eddy Cue Leads Apple App Store

Apple executive Phil Schiller has stepped down from running the company's App Store and its product events. Oversight of the App Store now moves to the services division led by Eddy Cue.

Cue previously ran the App Store before Schiller took over in 2015. Carson Oliver will continue to run the App Store's day-to-day operations but will now report to Cue instead of Schiller.

Reporting Line Changes

Ann Thai's team, which was established to work with developers, payments companies, and alternative distributors during Apple's legal battles, will now report to Carson Oliver. Apple Arcade is also moving into this same reporting structure.

This shift places Apple Arcade lead Alex Rofman under Oliver's management, bringing the subscription service under the same umbrella as the wider App Store. Oliver and Thai assumed their current roles during a 2024 reorganization that saw former App Store head Matt Fischer depart the company.

Executive Reshuffle Under New CEO

The executive changes coincide with John Ternus taking over as Apple's CEO, while Tim Cook moves to the role of executive chairman after 15 years leading the firm. Bloomberg reports that Phil Schiller, aged 66, will retain his title as an Apple Fellow but will have no fixed new responsibilities.

The report suggests Apple views this move as a likely step toward Schiller's retirement. It represents one of several veteran departures that new CEO John Ternus will manage, including the exits of operations chief Jeff Williams and finance chief Luca Maestri.

Schiller helped build the App Store alongside Steve Jobs. In recent years, he led the executive team handling developer disputes and regulatory pressure concerning the store's commission structure, including Apple's high-profile court fight with Epic Games. The App Store is now estimated to generate more than $30 billion annually.

Past Criticism and Recent Developer Focus

Phillip Shoemaker, who built and ran Apple's app review division from 2009 to 2016, offered blunt criticism in 2023. He told MobileGamer.biz that Schiller was blocking the automation of app review and stated he "needs to get his meaty paws off the App Store."

Separately, Apple's App Store team last week shared advice for developers on getting featured at events like Gamescom. The team particularly promoted the 'try before you buy' business model as the best option for premium game makers.