Phil Schiller steps up to Ap­ple Fel­low

A rare shake‑up of the se­nior lead­er­ship. Ja­son Cross re­ports

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Af­ter more than 30 years at Ap­ple, Phil Schiller is tran­si­tion­ing his role from Se­nior VP of World­wide Mar­ket­ing to Ap­ple Fel­low. Greg Joswiak will be pro­moted to fill that po­si­tion.

Phil Schiller has been a main­stay of Ap­ple events for as long as any­one can re­mem­ber. Ap­ple’s press re­lease quotes him as say­ing: “I first started at Ap­ple when I was 27, this year I turned 60 and it is time for some planned changes in my life. I’ll keep work­ing here as long as they

will have me, I bleed six colours, but I also want to make some time in the years ahead for my fam­ily, friends and a few per­sonal projects I care deeply about.”

Schiller’s words make it sound as though he is get­ting ready to re­tire, or at least ‘semi‑re­tire’, and is tran­si­tion­ing away from most of his du­ties at Ap­ple. While Ap­ple is fram­ing Schiller’s new role as an ad­vance­ment – and in­deed he will at­tain a po­si­tion of high es­teem within the com­pany – it is a clear re­duc­tion in his role and in­flu­ence. Schiller will con­tinue to re­port di­rectly to Tim Cook, and will con­tinue to lead the App Store and Ap­ple Events.

His re­place­ment as Se­nior VP of World­wide Mar­ket­ing is Greg Jozwiak, who has been with Ap­ple in var­i­ous mar­ket­ing roles for more than 20 years and was VP of World­wide Prod­uct Mar­ket­ing un­der Schiller for the past four years. The World­wide Mar­ket­ing group he leads is re­spon­si­ble for Ap­ple’s prod­uct man­age­ment and prod­uct mar­ket­ing, de­vel­oper re­la­tions, mar­ket re­search and busi­ness man­age­ment, as well as ed­u­ca­tion, en­ter­prise and in­ter­na­tional mar­ket­ing.

While these sorts of se­nior‑level shake‑ups are rare at Ap­ple, it doesn’t sound like we’re in for a dra­matic change in the way Ap­ple han­dles its mar­ket­ing. Phil Schiller will still be a vis­i­ble face within the com­pany (as he is in charge of Ap­ple Events), and his old role is be­ing filled by a long‑time Ap­ple mar­ket­ing exec who worked un­der him.

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