Apple is doing a bit of executive shuffling today, doling out some new titles and shifting around some responsibilities. Most notably, former SVP of Operations Jeff Williams has been promoted to Chief Operating Officer, a title that has gone unused at Apple since Tim Cook was promoted to the CEO position to replace Steve Jobs in 2011.

While it sounds like Williams will mostly keep doing the same job with a better title, another announcement may have a more tangible impact on the company's services. SVP of Worldwide Marketing Phil Schiler is now in charge of all App Stores across all of Apple's platforms, which now include iOS, OS X, WatchOS, and tvOS.

Schiller is taking over the App Store from Eddy Cue, who as Apple's president of Internet Software and Services is still in charge of things like Apple Music, iCloud, Apple Pay, Siri, the apps formerly known as iWork and iLife, and other initiatives. That list has grown a lot in the last four or five years, and hopefully taking the App Store off of his plate will get it some of the extra attention it deserves.

To help Schiller in his marketing role, Apple will also be hiring Tor Myhren as VP of Marketing Communications in the first quarter of 2016, a position that reports directly to Cook. Myhren, former Chief Creative Officer and President of Grey New York, will replace Hiroki Asai, who is retiring after 18 years at Apple.