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Why is longtime Apple executive Phil Schiller stepping down from his role as the head of the App Store<\/a>?<\/p>\n Bloomberg\u2019s Mark Gurman reports<\/a> that Schiller\u2019s decision \u2014 he will remain involved in the company as an Apple Fellow working on unspecified projects \u2014 was driven in part by a desire to spend more time with his family and on philanthropy.<\/p>\n But apparently there was another factor in Schiller\u2019s thinking: New CEO John Ternus and services chief Eddy Cue seek to improve App Store margins and bring in more recurring revenue.<\/p>\n Of course, Apple\u2019s management of the App Store, as well as its share of App Store payments, has been an ongoing source of developer criticism and even been the subject of major lawsuits<\/a>.<\/p>\n In Gurman\u2019s telling, there wasn\u2019t a big fight over Ternus and Cue\u2019s strategy. But Schiller believed that trying to squeeze more profits from the business would only increase conflict with governments and developers, so he decided to step down and avoid getting involved.<\/p>\n<\/div>\n