Another of the Apple old guard is taking a step back

If you've attended any of the Apple Keynote events in recent years, you know Phil Schiller. He is the silver-haired, silver-tongued, human embodiment of enthusiasm that becomes lyrical about the new iPhones or whatever Apple gives the technology world.

Given today's news, it is unclear whether the 30-year-old Apple veteran will take the stage at future Apple launches. Schiller has taken on the role of Apple Fellow (or "evolved" as Apple puts it), which means that he is no longer the senior vice president of global marketing.

Judging by the tone of Schiller's statement, this means a step back from his leadership roles at the world's largest company.

"It was a dream for me to work at Apple on so many products that I love with all these great friends – Steve, Tim and many others," said Schiller in a post about Apple's newsroom Page? ˅.

“I started at Apple when I was 27, I turned 60 this year and it is time for some planned changes in my life. I will continue to work here as long as they have me. I am bleeding six colors, but I would also like to gain some time for my family, friends and some personal projects that are very important to me in the coming years. "

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Schiller will continue to lead the App Store and Apple Events, but will be replaced in the top marketing position by the new SVP of global marketing Greg (Joz) Joswiak, who joins the Apple leadership team.

If Schiller is to play a less active role, this is another major upheaval at the top of the company, with design manager Sir Jonathan Ive recently leaving the company. It was probably the trio of Schiller, Ive and the late Steve Jobs that reversed Apple's fate in the late 1990s with legendary products such as the iPod and the iMac G3.

“Phil has helped make Apple the company it is today, and his contributions are broad, extensive, and profound. In this new role, he will continue to provide the incredible thought partnership and guidance that has shaped his decades at Apple, ”said Tim Cook, Apple's CEO.

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