Apple is planning to divide its App Store division into two separate units, according to Bloomberg analyst Mark Gurman. One team will continue to manage the existing App Store, while the other will focus on developing alternative platforms in the European Union.
Leadership Changes and New Challenges
As part of this restructuring, Matt Fischer, the current vice president of the App Store who has held the position for over a decade, will be leaving Apple. In a letter to employees, Fischer stated, “I have been thinking about this for some time, and given the reorganization of the department to more effectively cope with new challenges and opportunities, now is the right time to pass the baton to two outstanding leaders on my team.”
The App Store division will now be led by Carson Oliver, while Ann Thai, the company’s chief product officer, will head the new alternative distribution department. Both divisions will report to Phil Schiller, the head of the App Store.
European Regulations and Alternative Platforms
Apple’s decision to create a new division comes in response to European officials’ demands for the company to allow alternative payment systems in software products and to stop blocking the launch of alternative app stores. This regulatory pressure has led to significant changes in the App Store ecosystem within the European Union.
NIX Solutions reminds that last week, the mobile Epic Games Store, an iOS game store, launched in Europe, marking the return of Fortnite to the platform. Other iPhone app stores have also emerged in the region, including AltStore PAL, Mobivention, and Aptoide.
As these changes continue to unfold, we’ll keep you updated on any new developments in Apple’s App Store restructuring and the impact of European regulations on the mobile app marketplace.