Phil Schiller Leaves App Store Role Over Revenue Push

Phil Schiller stepped away from running Apple's App Store partly due to disagreements over plans to boost revenue from the platform, according to Mark Gurman. CEO John Ternus and services chief Eddy Cue reportedly want to increase margins and recurring revenue, a direction Schiller opposed. Schiller believed these efforts would further antagonize developers and governments amid ongoing regulatory and legal pressure. The report notes no internal conflict, citing his age and desire for more family time. The App Store now falls under Cue's division, with day-to-day management handled by Carson Oliver. The App Store generates an estimated $30 billion annually. Schiller remains an Apple Fellow on unspecified projects, while Ternus is expected to reshape executive ranks as several leaders approach retirement.