Sources: Apple promotes Carson Oliver to VP of the App Store and names Steve Smith as M&A chief, replacing Adrian Perica, who keeps iCloud, Fitness+, and News

The executive in charge of Apple's App Store now reports directly to Eddy Cue, shifting its oversight into services.

Apple has made significant leadership changes, promoting Carson Oliver to Vice President of the App Store and appointing Steve Smith as the new chief of mergers and acquisitions. Smith, described as a "longtime lieutenant" to Adrian Perica, will report to CFO Kevan Parekh. Perica, who previously led M&A for over a decade, is transitioning to a more prominent role within Apple's services division. He will now lead iCloud, Fitness+, and Apple News, reporting directly to Eddy Cue. This move positions Perica as a potential successor to Cue, alongside Oliver Schusser, who leads Apple Music. The App Store leadership role was previously held by Phil Schiller, who stepped down in August. These appointments signify a reshuffling of key executive responsibilities as Apple navigates its ongoing growth and strategic development.

Steve Smith's promotion to M&A chief, a role he inherits from Adrian Perica, signals a continuation of Apple's strategic acquisition approach. Perica's move to oversee iCloud, Fitness+, and News indicates a greater focus on the burgeoning services division, with him being eyed as a potential successor to Eddy Cue. This realignment suggests Apple is consolidating key areas of its business under strong leadership, potentially preparing for future growth and integration within its ecosystem.

Carson Oliver's rise to VP of the App Store, a critical component of Apple's revenue and ecosystem, places it under Eddy Cue's direct purview. This consolidation of App Store, iCloud, Fitness+, and News under services leadership implies a strategy to leverage these offerings more cohesively. The potential succession plan for Eddy Cue, with Perica and Schusser as candidates, highlights the company's long-term planning for its services empire.