Apple Fellow Phil Schiller has been with the company for a long time. In fact, the very first public call made on an iPhone was between the late Steve Jobs, Jony Ive, and Mr. Schiller on January 9th, 2007. That was the date when Jobs first introduced the device that changed the world. If you think that the comment is an exaggeration, check out any busy street in any city in the world and watch how many people are looking down while they walk.
2011 email from Apple’s Phil Schiller that correctly forecast problems with Apple’s 70-30 split on in-app payments
Schiller added that “Just as one thought, once we are making over $1B a year in profit from the App Store, is that enough to then think about : model where we ratchet down from 70/30 to 75/25 or even 80/20 if we can maintain : 51B a year run rate? I know that is controversial, l just tee it up as another way to look at the size of the business, what we want to achieve, and how we stay competitive.”
Phil had the right idea at the right time. “Whenever we make a change we do it from a position of strength rather than weakness. That we use any such change to our advantage.”
They say that hindsight is 20/20 and all Apple can do is wonder how different things might be now if it listened to Phil Schiller a decade ago.