User:Rosscommisso/sandbox

Early Life and Career
Philip W. Schiller was born in Natick, Massachusetts, on June, 8th, 1960. Schiller graduated from Boston College in 1982, with a Bachelor of Science Degree in Biology. He has over 25 years of marketing and management experience. He has worked in a variety of corporations including the Vice President of Macromedia INC, in San Fransico,CA; as the Director of Product Marketing at FirePower Systems, Inc. of Menlo Park, CA; as an Information Technology Manager at Nolan, Norton & Company of Lexington, MA; and as a Programmer and Systems Analyst at Massachusetts General Hospital in Boston, MA. Schiller is also known as one of the most influential CMO's from Appinions, which is a company that lets individuals and businesses track references in social and traditional media.

Innovations
Schiller has helped create some of Apple's most innovative products, including the iPad Mini, weighing at a shocking 0.68 of a pound. The iPad Mini is also known to be one of the world's most thinnest tablets, being only 0.29 of an inch. When Steve Jobs was on medical leave due to pancreatic cancer, Schiller was the individual who introduced the product. Along with the iPad Mini, Schiller also delivered other keynotes including the new and improved Apple iMac, and the iPhone 5. Schiller is known to wow viewers with his keynotes through the use of many marketing strategies, showing the changes made from previous models of their devices and how it benefits the user.

Controversy
When Steve Jobs and the rest of the Apple team created the initial iPad, they did not anticipate to create a smaller tablet as Steve Jobs noted that Apple felt the screen would be too small. This idea backfired as "internal emails revealed that Apple execs found smaller Android tablets great for common tasks like surfing, email, and books." With this being said, Schiller said that when the iPad Mini was introduced, it was not a response to the competition, specifically the Android Tablets. He said that they were not trying to acquire the competition, but simply make their product better. However, Apple execs believed that people were interested in more smaller tablets, and that there was a market for them. They had felt if they did not respond to the competition, then their business could be taken away through rivals such as Samsung. It is also crucial to note the iPad Mini keynote, where Schiller had compared the iPad Mini to the Google Nexus 7. This shows that Schiller is in fact responding to the competition because he is comparing a rival tablet and showing exactly why the Apple iPad performs better. Schiller has also been keeping up with the trends in social media, such as Twitter. In recent News, Schiller has used the social media site to target both companies and people. On January, 21, Schiller tweeted a link to Cisco's annual security report, which said that 99% of mobile malware targets Android products. In other words, this can be seen as a marketing strategy for Apple to look like the better company. This is the second year he has tweeted this link. Schiller has also used a popular feature on Twitter, the unfollow option. Schiller unfollowed Tony Fadell, a former Apple executive, who joined forces with Google. Fadell recently sold to google for $3.2 billion in cash on the week of January 18. Fadell was one of the founding fathers of the classic iPod, and the creator of the Nest Thermostat.