Apple Executive Shuffle Reveals New Operating Chief, App Store Head

The moves concentrate executive Eddy Cue’s focus on Apple’s entertainment projects, like Apple Music and possible video service

Technology giant Apple appointed its longtime executive in charge of supply chain and Apple Watch, Jeff Williams, as its chief operating officer, while broadening the responsibilities of marketing head Phil Schiller to include its App Store.

The moves — especially the decision to put Schiller in charge of the apps for iPhone, Mac, Apple Watch and Apple TV — concentrate Apple’s entertainment initiatives under Eddy Cue, its senior vice president of internet software and services. The App Store was previously Cue’s domain, but he has been leading Apple’s move into streaming music and, possibly, a video service.

CEO Tim Cook called Williams “hands-down the best operations executive I’ve ever worked with.” It’s authoritative praise: Cook was Apple’s COO under late founder and chief Steve Jobs. The position had remained unfilled since Cook’s promotion.

The company also hired Tor Myhren from advertising firm Grey Group as vice president of marketing communications, and promoted Johny Srouji to senior vice president of hardware.

The changes come as Apple adjusts itself to face questions about its future. The company relies on its blockbuster iPhone for most of its sales, but its more modest performance from new products like Apple Watch and Apple Music have stoked concerns about what will fuel the company’s next stage of growth.