In Summary. Published:. 2:41 PM PDT · September 6, 2026. Why is Phil Schiller, a long-time Apple executive, resigning from his position as the head of the App Store? Mark Gurman of Bloomberg says that Schiller chose to stay with Apple as an Apple Fellow for unspecified projects due to his desire to spend more time with his family and on philanthropy. Additionally, new CEO John Ternus and services head Eddy Cue aim to increase App Store margins and generate more recurring revenue. Despite developer complaints and lawsuits over Apple’s App Store management and share of payments, Gurman suggests there was no significant disagreement about Ternus and Cue’s plan. However, Schiller thought that attempting to extract higher profits from the company would merely escalate disputes with authorities and creators, hence he opted to resign and abstain from involvement.
