Ukunyakaza okusha ezihlalweni eziphezulu ze-Apple. Inkampani eholwa nguTim Cook imemezele namhlanje ekuseni (e-United States) ukuthi UJeff William uzoba yi-COO entsha (Isikhulu Esisebenzayo - Chief Operating Officer) wenkampani, isikhundla ebesivele singenamuntu selokhu umphathi omkhulu wenkampani athathe izintambo zokuphatha i-Apple ngo-2011. UWilliams weza e-Apple ngo-1998 waqokwa njengePhini Likamongameli Wezokusebenza eminyakeni eyi-11 eyedlule, ngo-2004. Njengamanje wengamele uhlelo lwe-Apple Watch.
Isinyathelo sokukhuphula uWilliams esikhundleni se-COO kube ngaphezulu ukwenza indima ibe semthethweni ukuthi umphathi ubesevele esebenza kule nkampani ukwedlula noma yini enye, okufana nokwenzekile ngokukhushulwa kukaJony Ive waba ngumqambi omkhulu (CDO). Endabeni ka-Ive, owaba yi-CDO yokuqala yale nkampani emlandweni wayo wonke, kwabonakala futhi njengomklomelo womsebenzi wakhe e-Apple futhi kuyena ungacabanga ukuthi angaba yi-CEO lapho uTim Cook eshiya lesi sikhundla .
Ngakolunye uhlangothi, Iphini Likamongameli Ophakeme Wezokukhangisa, UPhil Schiller uzothatha i-App Store. Ngokusho kuka-Apple, uSchiller uzothatha cishe yonke imisebenzi ephathelene nabathuthukisi futhi lokhu kuzoba yinto ephambili kuye kule nkampani, ngaphandle kokungakunaki ukumaketha komhlaba wonke, ezentengiso zomhlaba wonke, ezamabhizinisi nezokumaketha. ECupertino bafuna, kulesi sikhundla esisha, uSchiller agxile ekwandiseni i-Apple ecosystem ngamadivayisi ayo, kufaka phakathi i-iPhone, i-iPad, iMac, i-Apple Watch ne-Apple TV.
Ngokubukeka kwayo, kulezi zikhundla ezimbili ezithunyelwe yi-Apple namuhla, indima entsha kaPhil Schiller iyona enomsebenzi onzima kakhulu. I- imvelo ye-apula Kukhuphuke kakhulu eminyakeni yamuva nje, okuthile i-iPhone ne-App Store yayo obe nokuningi okumele kwenziwe. Ngaphezu kwalokho, i-2015 ibone amadivayisi amabili amasha efika kule ecosystem, iwashi elihlakaniphile kanye nebhokisi le-set-top elenze abasebenzisi abaningi baba nensiza eyodwa okungenani evela ku-apula. Noma ngabe yimuphi umsebenzi onawo, ngicabanga ukuthi uzokwenza kahle kakhulu.