Apple Fellow Phil Schiller to Give Rare Interview at SXSW

Schiller will sit down with author David Pogue to discuss Apple's first 50 years.

Published on Mar. 9, 2026

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Apple Fellow Phil Schiller is set to give a rare interview at the upcoming SXSW conference in Austin, Texas. Schiller will be interviewed by author David Pogue, who recently published a book titled "Apple: The First 50 Years". The two will discuss the key factors behind Apple's remarkable success over the decades, including the company's focus on simplicity, elegant design, and commitment to the customer experience.

Why it matters

As one of Apple's most prominent executives, Schiller's interview at SXSW will provide rare insight into the inner workings and strategic decisions that have shaped the tech giant over the past 50 years. This event marks a significant departure from Schiller's typical low-profile since transitioning to his current Apple Fellow role.

The details

Schiller will be interviewed by David Pogue on March 18th at 2:30 pm central time. The session will explore the key themes and "throughlines" of Apple's success, as outlined in Pogue's new book. This includes the company's focus on simplicity, beauty, elegant design, vertical integration, product focus, and dedication to the customer experience.

  • The interview will take place on March 18, 2026 at 2:30 pm central time.
  • Schiller's last major interview was several years ago when he was still in his role as Senior Vice President of Worldwide Marketing.

The players

Phil Schiller

An Apple Fellow who previously served as the company's Senior Vice President of Worldwide Marketing.

David Pogue

An author who recently published a book titled "Apple: The First 50 Years".

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What they’re saying

“As Apple enters its second half-century, author David Pogue ('Apple: The First 50 Years') explores the throughlines of Apple's astonishing success: simplicity, beauty, elegant design, making the whole widget, focus on very few products, and a deep commitment to the customer experience.”

— David Pogue, Author (SXSW)

What’s next

The interview between Phil Schiller and David Pogue will be made available to the public after the SXSW event.

The takeaway

Phil Schiller's rare public appearance at SXSW provides a unique opportunity for Apple enthusiasts and industry observers to gain insights into the company's storied history and the key factors behind its enduring success in the technology sector.