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Apple replaces key marketing SVP Phil Schiller with Greg Joswiak

After working for Apple since 1987 – several years into the Macintosh era and almost a decade before Steve Jobs returned to the company to turn his then troubled fortunes, Phil Schiller then became one of the company’s most prominent executives, leading Apple’s global marketing efforts as a senior vice president and eventually become the billionaire in the App Store. Today, Apple announced that longtime marketing director Greg Joswiak will replace Schiller in the marketing role and Schiller will become an Apple Fellow, leading the company’s events and the App Store for “as long as they want me.”

It’s hard to overstate Schiller’s importance to Apple during the era of CEOs Jobs and Tim Cook, both behind the scenes and in front of cameras. When Jobs sought out a name for the then-unreleased all-in-one Macintosh that eventually became known as the “iMac,”

; he presented Schiller’s Sony-inspired alternative – “MacMan” – to challenge advisers to do better, with their market collaboration eventually leading to Apple’s successful line of “i” repair products. Schiller then became one of relatively few Apple executives to personally present new products at media events, and was often cited as a key internal source in his press releases when new computers and devices went from rumors to reality.

Unlike the operational wizard Cook, Schiller evoked a Job-like sense of California cool, and is credited by Apple with guiding both products and marketing for the past 30 years. He was particularly responsible for marketing Apple’s termination of iPhone headphone ports as “courage to move on,” among other slick explanations for controversial Apple decisions, which sometimes led the needle to critics’ shame.

In 2015, he took over responsibility for the App Store from iCloud CEO Eddy Cue in an apparent attempt to meet the developer’s concerns over the iPhone and iPad’s exclusive software store. The App Store has continued to face serious criticism from developers, including antitrust issues, but Schiller’s team has been more responsive and communicative with developers regarding some issues, while continuing to let others brag for far too long. At least for now, he will continue to serve as president of the App Store, but also provides time for “family, friends and a few personal projects I deeply care about.”

In particular, Schiller also took over responsibility for communications director Steve Dowling, who left the company last year. The company has not yet identified Dowling’s replacement, but has considered candidates for that position since last autumn.

Before replacing Schiller in the senior VP role, Greg Joswiak served as marketing manager for various Apple product lines, having joined the company in June 1986 – shortly before Schiller. Joswiak became known as Apple as “Joz”. He became head of iPod marketing during the heyday of the digital media player, in addition to leading iPhone and iPad marketing when the smartphone and tablet surpassed the iPod business. Joswiak has featured on Apple media events and appeared in videos, albeit fewer than Schiller did, and in particular continues to be cited in press releases as the best internal source on the iPod despite their continued decline.

Aside from the more senior title, which includes leading Apple product management and product marketing, developer relations, market research and business administration, Joswiak’s promotion includes his promotion to Apple’s select executive team. No specific dates were given for the changes, and as of press time, Apple’s Leadership page has not yet been updated to reflect any of the person’s new role.

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