Eddy Cue to take over the App Store as Phil Schiller steps down
Apple has announced a significant reorganization of its App Store leadership. Phil Schiller, who has overseen the App Store and the company’s product events since 2015, has stepped down from the role. Control of the App Store has passed to Eddy Cue, who previously managed the store before Schiller’s tenure began.
The reorganization places the App Store under Apple’s services division, which Cue leads. Carson Oliver remains in day-to-day management of the App Store but now reports to Cue instead of Schiller. Additionally, Ann Thai’s developer relations team—established to liaise with developers, payment processors, and alternative app distributors during Apple’s ongoing court battles—will now report to Oliver rather than operate independently.
The restructuring also consolidates Apple’s mobile services ecosystem by bringing Apple Arcade under the same organizational umbrella. Alex Rofman, who leads Apple Arcade, now reports through Oliver, integrating the subscription service more closely with the broader App Store operation.
This reorganization appears designed to streamline decision-making within Apple’s services division while maintaining operational continuity through key personnel like Oliver. The move reunites the App Store with its original leader, Cue, who oversaw the platform before Schiller’s appointment nearly a decade ago.