“After 16 years at Apple, countless keynotes, product launches and the occasional PR crisis, I’ve decided that the time is right for me to step away from our remarkable company,” wrote Dowling. “This is something that has been on my mind for a while, and it came into sharp focus during the latest — and for me, last — launch cycle. Your plans are set and the team is executing brilliantly as ever. So, it’s time.”

In a statement, Apple said of Dowling’s departure: “Steve Dowling has been dedicated to Apple for more than 16 years and has contributed to the company at every level through many of its most significant moments. From the first iPhone and App Store to Apple Watch and AirPods, he has helped tell Apple’s story and share our values with the world. Following another successful product launch, he has decided to leave Apple to spend some much deserved time with his family. He leaves behind a tremendous legacy that will serve the company well into the future. We’re grateful to him for all that he’s given to Apple and wish him the best.”

The move comes right after Apple hosted its annual fall event last week at its Cupertino headquarters, launching the iPhone 11 and its latest iteration of the Apple Watch. Marketing head Phil Schiller will take over Dowling’s role in the interim, and sources said the company will be considering both internal and external candidates to take over the position.

This is an incredible bit of news. I will miss Dowling. I’ve known him for the entire time he was at Apple, and he’s always been very upfront, honest, and helpful. All the best.

It’s interesting that Apple is looking internally and externally for a replacement. With Apple the way it is, I think it would be very hard to find someone outside that could fill that role the way Apple expects it to be done. I honestly don’t know if that would work out for them.