BusinessWeek on Phil Schiller

BusinessWeek article on Apple’s Senior VP of Marketing

He helped Apple’s late CEO work through the meat-and-potatoes of creating new products: Defining target markets, determining technical specs, setting prices. It was Schiller who came up with the spin-wheel interface on the original iPod, and he was a champion of the iPad when other executives questioned its potential. “Because Phil’s title is marketing, people believe he’s focused on what’s on the billboards,” says Gene Munster, an analyst with Piper Jaffray. “He’s much more important than people give him credit for.”

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