According to a report by Bloomberg journalist Mark Gurman, Apple's senior executive Phil Schiller has been removed from his position as head of App Store. Apart from family and charitable commitments, he also expressed reservations regarding the future focus of this business on profit margins and recurring revenue.

Still retains a position within Apple

Reports indicate that Schiller has not left Apple but has instead taken on a new role at Apple Fellow, continuing to participate in internal company projects. However, the specific details of his new responsibilities have not yet been made public.

Management places more emphasis on revenue growth.

Reports indicate that Apple's new CEO John Ternus and the person in charge of services, Eddy Cue, hope to increase the profit margin of App Store and bring in more stable recurring revenue. This is considered one of the important backgrounds for Schiller to adjust their roles.

Concerns about increased friction between regulation and developers

According to Gurman, Schiller did not leave his position due to a public conflict. His concern is that if more profits continue to be extracted from App Store, the tensions between Apple, government regulatory authorities, and developers may further intensify.

App Store In recent years, it has continuously faced disputes over platform commissions, payment rules, and developer splits. This personnel change also indicates that there are different focuses within Apple regarding the approach to platform growth: one side places more emphasis on revenue expansion, while the other is more concerned about external relationship costs.