Apple Names John Ternus as CEO Amid Leadership Shifts and App Store Challenges

Leadership Changes Signal a New Era

According to НВ — Техно: In a major development for Apple, John Ternus took over as the company’s CEO in September 2026. Meanwhile, Phil Schiller stepped down from his role leading the App Store on August 31, 2026, but remains with Apple as an Apple Fellow. These leadership adjustments come at a critical time, as Apple faces declining App Store commission revenues due to recent court rulings and regulatory pressures, presenting new challenges for the incoming management team.

The App Store, which generates nearly $30 billion annually for Apple, has recently seen a notable drop in commission income. According to Appfigures, Apple's commission revenue from the U.S. App Store has fallen by 18% since early 2026. Apple’s services segment, including the App Store, posted $30.7 billion in revenue for the June 2026 quarter. Starting October 1, 2026, Apple will implement a 20% commission on alternative payment methods within the App Store and a 5% fee on digital transactions outside the platform across the European Union. These regulatory shifts are expected to significantly impact Apple’s financial operations.

Alongside these changes, Apple has experienced a wave of high-profile executive departures over the past year. Key leaders who have left include:

• Chief Operating Officer Jeff Williams
• Chief Legal Officer Kate Adams
• Vice President Lisa Jackson
• Head of AI John Giannandrea
• Lead Interface Designer Alan Dye

Back in 2025, Phil Schiller testified in the Epic Games lawsuit concerning Apple's 27% commission on purchases made outside the App Store, highlighting the ongoing significance of commission-related controversies. Schiller expressed serious reservations about charging developers, stating,

“I had major concerns about the fees imposed on developers.”

App Store Leadership and Strategy Shifts

Despite Schiller stepping down, management of the App Store has shifted to Carson Oliver, with presentations now handled by Noli Weinstein. This change reflects Apple’s efforts to adapt to evolving market conditions and regulatory challenges. Historically, Schiller advocated for lowering App Store commissions-proposing reductions from 30% to 25% in 2011, and later to 20% once the store surpassed $1 billion in annual revenue. These earlier decisions could influence Apple's future approach to App Store policies.

John Ternus is scheduled to make his public debut as Apple’s CEO on September 9, 2026. This event is highly anticipated as the new leader will outline his vision for steering Apple through a period marked by internal restructuring and financial pressures. The combination of executive turnover and falling commission revenues is likely to shape Apple’s strategic direction moving forward.

These leadership transitions occur amid significant financial challenges tied to shrinking App Store commissions. The decline stems not only from regulatory reforms but also from internal management changes, raising questions about Apple’s long-term strategy. Observers will be closely watching how CEO Ternus plans to address these hurdles and what measures he introduces to stabilize Apple’s revenue streams.