App Store on iPhone

Apple knew controversial privacy changes could cost it billions

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It’s no secret that Apple makes billions of dollars yearly on its iconic App Store. However, it might surprise you that the iPhone maker could be making much more if it weren’t for Phil Schiller.

According to The Information (opens in new tab), Schiller has taken a cautious approach regarding app promotion since taking over the App Store from Eddy Cue in 2016. The results have been a series of decisions that “balance what’s best for developers, users and Apple’s reputation, which can sometimes conflict.”

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