Skip to Content

Apple Marketing SVP Phil Schiller Thinks Instagram "Jumped The Shark" After Android Launch?

instagram9to5Mac claims Apple's marketing chief Phil Schiller told a fan that the uber-popular photography app Instagram "jumped the shark" after it launched an Android version.

Schiller recently deleted his Instagram account and a 9to5Mac reader noticed this and asked why he had deleted it.

In a direct message, Schiller reportedly replied:

It "jumped the shark" when it went to Android

Instagram's Android app launched two weeks ago and the app was previously picked as the iPhone App of the Year in 2011. Instagram was just purchased by Facebook for $1 billion.

Update: As noted in an update to the original post, one individual was able to contact Schiller about his comment and received a response clarifying his feelings on Instagram's evolution.

Instagram is a great app and community. That hasn't changed.

But one of the things I really liked about Instagram was that it was a small community of early adopters sharing their photographs.

Now that it has [grown] much larger the signal to noise ratio is different.

That isn't necessarily good or bad, it's just not what I originally had fun with.

Popular Stories

MacBook Neo Feature Pastel 1

First MacBook Neo Benchmarks Are In: Here's How It Compares to the M1 MacBook Air

Thursday March 5, 2026 4:07 pm PST by
Benchmarks for the new MacBook Neo surfaced today, and unsurprisingly, CPU performance is almost identical to the iPhone 16 Pro. The MacBook Neo uses the same 6-core A18 Pro chip that was first introduced in the iPhone 16 Pro, but it has one fewer GPU core. The MacBook Neo earned a single-core score of 3461 and a multi-core score of 8668, along with a Metal score of 31286. Here's how the...
MacBook Neo Feature Pastel 1

Apple Announces $599 'MacBook Neo' With A18 Pro Chip

Wednesday March 4, 2026 6:15 am PST by
Apple today announced the "MacBook Neo," an all-new kind of low-cost Mac featuring the A18 Pro chip for $599. The MacBook Neo is the first Mac to be powered by an iPhone chip; the A18 Pro debuted in 2024's iPhone 16 Pro models. Apple says it is up to 50% faster for everyday tasks than the bestselling PC with the latest shipping Intel Core Ultra 5, up to 3x faster for on-device AI workloads,...
Multicolored Low Cost A18 Pro MacBook Feature

Apple Accidentally Leaks 'MacBook Neo'

Tuesday March 3, 2026 7:00 am PST by
Apple appears to have prematurely revealed the name of its rumored lower-cost MacBook model, which is expected to be announced this Wednesday. A regulatory document for a "MacBook Neo" (Model A3404) has appeared on Apple's website. Unfortunately, there are no further details or images available yet. While the PDF file does not contain the "MacBook Neo" name, it briefly appeared in a link...

Top Rated Comments

181 months ago
If it didn't jump the shark when it went to Android, it sure as hell did when Facebook bought it.
Score: 33 Votes (Like | Disagree)
181 months ago
I don't blame him. Instagram is trash now. All I see is pictures of people's food and shoes all day.
Score: 26 Votes (Like | Disagree)
181 months ago
Apple has a 12 year old SVP of Marketing?
Score: 22 Votes (Like | Disagree)
181 months ago
Sounds just a tiny bit pretentious and elitist to me. It's a social network for pictures. The more people it has, the better, right?
Score: 22 Votes (Like | Disagree)
181 months ago
I don't think Phil knows what "jumped the shark" means.
Score: 21 Votes (Like | Disagree)
macduke Avatar
181 months ago
Oh boo-hoo. They're just out to make money like you, Phil.

Just make a better device and don't worry about the rest. You're already doing a great job. Keep it up!

Note: I'm not an Instagram user. "Oh look ugly filters on square photos...awesome. I'm such a good photographer now!"
Score: 21 Votes (Like | Disagree)