Apple Inc’s AAPL battle over access to its devices pits the tech giant against software developers and regulators worldwide, centering on the influential Phil Schiller, Apple’s former chief marketing officer.
Schiller, known for his close relationship with Steve Jobs, has become a vocal advocate for Apple’s integrated ecosystem, emphasizing security and privacy.
Despite facing criticism and legal challenges from major entities like the Justice Department, the European Union, and companies like Spotify Technology SA NYSE: SPOT) and Microsoft Corp AAPL, Apple remains steadfast, led by Schiller’s vigorous defense of its practices, the Wall Street Journal reports.
Also Read: Apple’s iPhone Sales Faces Sharp Decline in China Amid Rising Competition
Schiller’s role has expanded beyond marketing, making him a key figure in Apple’s legal and public relations strategies, particularly regarding the App Store.
His efforts have helped Apple navigate significant antitrust litigation, notably the lawsuit with Epic Games over App Store policies.
Schiller asserts that Apple’s stringent control over app distribution ensures a secure and high-quality user experience, a stance that has sometimes drawn backlash for stifling competition and innovation.
Despite retiring from his marketing position, Schiller continues to impact Apple’s direction as an Apple Fellow, actively participating in legal battles and public discourse to preserve the company’s app review policies and revenue model.
Meanwhile, Apple remains bullish in the Chinese market despite intensifying geopolitical tensions.
The iPhone maker looks to introduce its Vision Pro headset in China within 2024 despite a significant decline in iPhone shipments in China coinciding with the resurgence of Huawei Technologies Co. Apple also inaugurated a new Apple store in Shanghai.
The Apple stock has lost 9% year-to-date. Investors can gain exposure to the stock via Vanguard Information Tech ETF VGT and SPDR Select Sector Fund – Technology XLK.
Price Action: AAPL shares traded higher by 1.59% at $172.41 on the last check Wednesday.
Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.
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