Today's executive promotions at Apple have given Phil Schiller a huge new responsibility: overseeing the App Store across all of the company's hardware platforms. "Phil Schiller will focus on strategies to extend the ecosystem Apple customers have come to love when using their iPhone, iPad, Mac, Apple Watch and Apple TV," the company announced in a press release. CEO Tim Cook added "Phil is taking on new responsibilities for advancing our ecosystem, led by the App Store, which has grown from a single, groundbreaking iOS store into four powerful platforms and an increasingly important part of our business."

The App Store changed everything, but it's still got problems

Prior to today, the App Store was led by Eddy Cue, Apple's SVP of internet services, who also oversees iTunes, iCloud, Siri, and Apple Music. Schiller has for years been Apple's worldwide marketing chief, though in recent years has also stepped in as a more senior line of communication between Apple and third-party developers.

Apple says there are over 11 million developers creating software for its four hardware platforms. Despite enjoying incredible success on iPhone and iPad, the App Store continues to be the target of complaints over discovery / organization, plus its sometimes restrictive guidelines and continued headaches like a lack of paid upgrades to newer software. It's proven far less essential on Mac, where numerous high-profile developers have bailed on Apple's store in favor of selling their apps independently.

Schiller faces equally significant challenges in evolving and maturing the app selection available on iPad Pro, Apple Watch, and Apple TV. Still, particularly on mobile, the App Store has fundamentally changed the way consumers download and enjoy software. Schiller's new role is unlikely to result in any immediate changes; his plans for the App Store should come into better focus at the company's annual Worldwide Developer's Conference next year.