Ternus and the App Store

7 September 2026 at 19:17

Mark Gurman (tweet, John Gruber, Mastodon, 9To5Mac):

The Schiller exit is a bit more notable. Unlike Maestri, he still had a real job: The veteran executive ran the App Store and Apple Events. The App Store portion alone is no joke. It generates an estimated $30 billion a year and can be very challenging to manage. Apple’s app marketplace is loved by many consumers, but often criticized by developers and subjected to increasingly onerous regulations. It was a busy, all-encompassing gig and nowhere near a semiretirement.

[…]

But there’s a bit more to the story, I’m told. Ternus and services chief Eddy Cue want to make even more money from the App Store and figure out ways to raise margins and squeeze additional recurring revenue from the platform. Schiller, on the other hand, seems to believe that such moves will only further irk developers and governments. While there was no internal blowup or anything like that, it’s something he wanted no part of.

“Product guy” dreams about margins, forgets that people buy Apple hardware because of the software.

Tim Hardwick:

Apple admitted during its July earnings call that regulatory changes have started to weigh on its Services growth. Apple reported services revenue of $30.7 billion for the June quarter, a record for the period but short of the $31.4 billion that analysts expected.

Patrick Smith:

The hardware guys treating third-party developers like they do their suppliers has stifled Apple’s software platforms

M.G. Siegler:

I thought that perhaps with the move to John Ternus as CEO, it could also be an obvious time to revisit such policies. But I hadn’t considered that Apple could actually be in favor of making them more onerous.

See also: Mario Guzmán and Indie Simulator.

Previously:

Update (2026-09-22): See also: Decoder.