Since Jobs’s death in October, perhaps no Apple executive other
than CEO Tim Cook is under more pressure to fill the void. Apple
declined to make Schiller available for this story, which is based
on interviews with more than a dozen former Apple managers,
business partners, and industry analysts, most of whom asked to
remain anonymous to avoid harming their relationships with the
company. Besides helping software chief Scott Forstall and
hardware designer Jonathan Ive define new products, Schiller is
the steward of Apple’s relationship with app developers. He has
taken over all of Apple’s marketing, including a global
advertising budget that hit $933 million last year. And he will
increasingly be Apple’s public face, a role that should be evident
at the company’s annual Worldwide Developers Conference starting
on June 11.
Good piece. It would be very hard to overstate Schiller’s role at Apple. “Marketing” at Apple doesn’t mean what “marketing” means at most companies. If you took the “Marketing” out of Schiller’s title and changed it to “Senior Vice President of Product”, people would have a better sense of his role.