Help Us. Phil Schiller, You're Our Only Hope!

December 17, 2015 11:57 EST • Alexandre Vallières-Lagacé • 2 minute read • Permalink

Pardon the Star Wars quote, but this new press release from Apple is giving me hope on this Star Wars Force Awaken’s day. Apple promoted Jeff Williams as COO and Phil Schiller inherited ecosystem responsibilities.

“In addition, Phil is taking on new responsibilities for advancing our ecosystem, led by the App Store, which has grown from a single, groundbreaking iOS store into four powerful platforms and an increasingly important part of our business." – Tim Cook

With added responsibility for the App Store, Phil Schiller will focus on strategies to extend the ecosystem Apple customers have come to love when using their iPhone, iPad®, Mac®, Apple Watch and Apple TV®. Phil now leads nearly all developer-related functions at Apple, in addition to his other marketing responsibilities including Worldwide Product Marketing, international marketing, education and business marketing.

From this I can see that Phil will be directly responsible for dissatisfaction with the different App Store. Having it all under the same responsible, and this person being exposed to criticism as he’s handling worldwide marketing is the best thing that could happen to the ecosystem. Plus listing “Ecosystem Responsibilities” is something else that put emphasis on having the complete ecosystem on the same level.

No more second-class Mac App Store and perhaps a web-navigable Apple TV store? A geek can dream!