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Apple Marketing Chief Phil Schiller Profiled as Key to Apple's Future Success

Bloomberg Businessweek publishes a new profile of Phil Schiller, Apple senior vice president of marketing who served for years as Steve Jobs' right-hand man regarding the company's public presentations and comments, but who has also been intimately involved in product development and positioning.
He helped Apple’s late CEO work through the meat-and-potatoes of creating new products: Defining target markets, determining technical specs, setting prices. It was Schiller who came up with the spin-wheel interface on the original iPod, and he was a champion of the iPad when other executives questioned its potential. “Because Phil’s title is marketing, people believe he’s focused on what’s on the billboards,” says Gene Munster, an analyst with Piper Jaffray (PJC). “He’s much more important than people give him credit for.”
The profile notes that while Schiller and Jobs appeared vastly different in their personal lives and interests, the two were always on the same wavelength with regard to Apple's plans, earning Schiller the internal nickname of "Mini-Me". Like Jobs, Schiller has also been known to be ruthless in shooting down ideas considered not good enough for Apple to pursue, earning him another nickname of "Dr. No".

Schiller is one of the key executives responsible for helping Apple maintain its momentum as it transitions away from Jobs' influence, and he knows that he will be one of those held most acutely responsible if Apple's future products fall short.
Schiller shares many of Jobs’s passions and impulses. The big question is how well he can channel them into new ideas and products. Four former Apple managers say many consider him overly controlling and worry that he lacks the bold creative instincts needed to maintain Apple’s edge. Particularly in his expanded marketing role, some fear he will be a more conventional leader, prone to hyping products in ways that tarnish Apple’s hard-won brand loyalty.
With the iPad now over two years old and experiencing booming growth, the pressure is on Apple to set the stage for its next breakthrough product, which some believe to be television. But regardless of Apple's plans, Schiller will be playing a key role in nurturing Apple's progress and serving as a public face for Apple to help spread its message.

Top Rated Comments

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74 months ago
Clearly the rock-star team of Cook, Schiller, Ive and Forstall are all a part of Apple's future success.
Rating: 22 Votes
74 months ago
This doesn't surprise me. I've always liked Schiller, does his best to make keynote presentations interesting and fun.
Rating: 20 Votes
74 months ago
Nobody doubts Steve's contributions into bringing Apple to where it is now. But most people forget that he didn't do it alone. I remember he always mentioned "we" on interviews, and I'm pretty sure Schiller is a big part of that we.
Rating: 14 Votes
74 months ago

No! There can only be one.

Rating: 11 Votes
74 months ago

That was Steve Jobs, not Schiller
Naming the iMac
It was Segall who came up with the name iMac, which Jobs eventually warmed to after initially “hating” it. The “i” stood for Imagination, Individual and Internet, among other positive notions.

Steve had wanted to call the new Bondi Blue computer “MacMan” – a “pretty darn stupid” name apparently dreamed up by Apple Marketing chief Phil Schiller.

Other names that were considered, which Segall is now embarrassed by, were “EveryMac” and “MiniMac”.

(Jobs had history in ridiculous name ideas: he once*wanted to call the Macintosh "Bicycle".)

*“If it weren’t for me, you’d probably be sitting there with your PhoneMan right now,” Segall quipped.


Scott Forstall has much better presentation skills

Schillers seems more natural. Forstall seems more phony, like he's trying to hard to be a mini-Steve. Amazing that the guy supposedly closest to Steve (Ive) doesn't appear to have a personality anything like Steve's.
Rating: 11 Votes
74 months ago

I would think he is the least capable for apple's future success. But with the money he has he can certainly purchase a profile or two to mend his public image over his juvenile comments on instagram.

If marketing take over apple over creatives and programmers, which so far it seems this is the trend apple will have a problem.

Your opinion based on ?.........NOTHING

You must not want democracy. He can't say what he thinks?

Think differently. In your case a little deeper would help.

Please apply immediately for these top positions at Apple and right what is wrong. They are really doomed without your open minded expertise.
Rating: 10 Votes
74 months ago

Particularly in his expanded marketing role, some fear he will be a more conventional leader, prone to hyping products in ways that tarnish Apple's hard-won brand loyalty.

Epic bulls*it.
Rating: 10 Votes
74 months ago

It was Schiller who came up with the spin-wheel interface on the original iPod

I didn't know that. But if it's true, he had a gigantic hand in putting Apple where they are today. It was the iPod that really got them into the portable device market, and it was the click-wheel that made the iPod stand out and turned it into a must have item among a sea of mp3 players that were already available. Just look at how copied that wheel design was on almost every player that the competition launched once the iPod took off.

It's arguable that if the iPod hadn't been the success it was, we may not have seen the iPhone or the iPad. It really isn't possible to overstate just how important that wheel was for the company's fortunes.
Rating: 9 Votes
74 months ago
Something about Phil's overall demeanor that I am a fan of. I think Apple will do just fine with him as an executive.
Rating: 7 Votes
74 months ago
Schiller profiled as Key to Apple's future success!


In other news, Sky still blue!

Next weeks News, Jobs played an influential part in Apple's success!
Rating: 7 Votes

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