Apple’s App Store Champion: Phil Schiller Steps Up to the Plate
The European Union is shaking things up for the App Store, and Apple’s resident App Store guru, Phil Schiller, is stepping up to the challenge. Though he transitioned to a behind-the-scenes role in 2020, reports suggest Schiller is clocking in a staggering 80 hours a week – that’s dedication!
Known for his lightning-fast email replies and always-on phone calls, Schiller is a fierce defender of the App Store. He played a key role in the Epic Games lawsuit and remains Apple’s voice in the EU. When iOS 17.4 changes were announced, Schiller personally addressed the media, explaining how the new Digital Markets Act (DMA) could impact European user privacy.
Remember that whole “Epic Games account termination” drama? Schiller’s email suggested it stemmed from Epic’s DMA criticism that didn’t sit well with the European Commission, leading to a swift reversal by Apple.
Schiller, who joined Apple in 1987 (with a brief stint elsewhere), has been instrumental in some of the company’s most iconic launches. His marketing magic has propelled Apple to new heights from the iPod to the Mac.
He even championed the inclusion of third-party apps on the iPhone, ultimately convincing Steve Jobs to launch the App Store in 2008. Nicknamed Jobs’ “mini-me,” Schiller has reportedly kept Jobs’ philosophy alive, with human app review remaining a cornerstone of the App Store’s success. Under his watch, the App Store has blossomed into a massive revenue stream for Apple.