Apple's Schiller to run the App Store

Apple's (NASDAQ: AAPL) Phil Schiller will run the App Store across all the company's devices following a front-office shuffle announced this morning.

Schiller currently serves as Apple's SVP of worldwide marketing and leads developer-related functions at Apple. His role will expand to "focus on strategies to extend the ecosystem" of apps for the iPhone, iPad, Apple Watch, Mac and Apple TV, the company said.

The App Store had previously been led by Eddy Cue, Apple's SVP of Internet services. Apple's mammoth storefront sells more than 1.5 million apps and earlier this year served its 30 billionth download.

While the move isn't likely to result in any dramatic changes – the App Store has been a tremendous success since it launched – Schiller will face a challenge in cultivating the development of apps for new platforms such as Apple Watch and iPad Pro.

Apple also named Jeff Williams – who is credited with helping to develop the company's impressive supply chain -- as COO, and appointed Johny Srouji, a seven-year Apple veteran who has developed silicon and hardware technologies, to senior vice president for hardware technologies. And the company announced the hiring of Tor Myhren, who will serve as VP of marketing communications.

For more:
- See this Apple press release

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