Apple has a new chief operating officer: Jeff Williams.

The company announced the change today in a move that will finally fill the role left empty when Tim Cook suddenly took over as CEO of Apple.

Williams, who started at Apple in 1998, previously held the role “vice president of operations.” Apple says Williams has “overseen Apple’s entire supply chain, service and support, and the social responsibility initiatives” since 2010.

In addition to Williams’ promotion, Apple’s marketing chief, Phil Schiller, will take over responsibility for all of Apple’s App Stores (iPhone, Mac, Apple TV, and likely soon the Apple Watch). Apple adds:

Phil now leads nearly all developer-related functions at Apple, in addition to his other marketing responsibilities including Worldwide Product Marketing, international marketing, education and business marketing. More than 11 million developers around the world create apps for Apple’s four software platforms — iOS, OS X, watchOS and tvOS — as well as compatible hardware and other accessories, and customers have downloaded more than 100 billion apps across those platforms.

Last on the list is Tor Myhren, an Apple newcomer, who will replace Hiroki Asai as “marketing communications” president. Myhren last worked at Grey Group, a New York ad agency.

Unfortunately, these executive changes probably won’t help Apple prevent another “Force Touch.”


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