Longtime Apple executive Phil Schiller is stepping down from his role as the head of the App Store and Apple events, according to a report from Bloomberg. Following the change, Schiller will keep his Apple Fellow title and continue “working on unspecified initiatives,” Bloomberg reports.

The news comes just one day before hardware leader John Ternus is set to take over for Apple CEO Tim Cook, who is stepping down on September 1st. Schiller initially joined Apple in 1987 and became the company’s head of marketing in 1997, playing a crucial role in launching the App Store alongside Steve Jobs in 2008, while also contributing to the development of many of Apple’s products, including the iPhone, iPad, iPod, and Macs. Schiller stepped down as head of marketing in 2020.

As reported by Bloomberg, Apple is moving the App Store division under services head Eddy Cue, while Carson Oliver will continue to lead the store. While Schiller’s new role remains a mystery, his departure marks a significant shift in Apple’s leadership, especially as the company continues to navigate a rapidly changing tech landscape.

Finding out what Schiller will be up to next could prove as intriguing as his long-standing contributions to Apple's success. Will he retire in style, or will he return to the spotlight in some unexpected way? Only time will tell.