Phil Schiller is 'Much More Important Than People Give Him Credit For'

Business Week has published a profile on Phil Schiller, Apple's Senior Vice President of Worldwide Marketing, ahead of WWDC 2012.

The report notes that Schiller is likely tasked with keeping Apple cool and may even become the face of Apple.

Schiller is the steward of Apple's relationship with app developers. He has taken over all of Apple's marketing, including a global advertising budget that hit $933 million last year. And he will increasingly be Apple's public face, a role that should be evident at the company's annual Worldwide Developers Conference starting on June 11. There, Schiller is likely to emcee much of the keynote, during which Apple is expected to unveil new Mac laptops and an upgraded operating system. This could be one of Apple's biggest years ever for new products, starting with the new iPad in March and likely including an upgraded iPhone this fall and possibly a television.

Gene Munster, an analyst with Piper Jaffray, notes that "because Phil's title is marketing, people believe he's focused on what's on the billboards" but "he's much more important than people give him credit for."

You can read the full profile at the link below...

Read More