Apple names Jeff Williams COO

Jeff Williams moves up to a position once filled by incumbent chief executive Tim Cook, while Phil Schiller takes on expanded leadership of the entire App Store ecosystem.

Apple on Thursday named Jeff Williams as chief operations officer, a position once filled by incumbent chief executive Tim Cook.

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New Apple COO Williams

"We are fortunate to have incredible depth and breadth of talent across Apple's executive team. As we come to the end of the year, we're recognizing the contributions already being made by two key executives," said Cook in prepared remarks.

The iPhone and iPad maker also said Johny Srouji, a former Intel and IBM executive, has been promoted to Apple's executive team to serve as hardware technologies chief.

"Jeff is hands-down the best operations executive I've ever worked with, and Johny's team delivers world-class silicon designs which enable new innovations in our products year after year," Cook added.

Apple's year-end executive shuffle also includes an expanded role for marketing VP Phil Schiller, who will now oversee the entire App Store ecosystem across all Apple platforms.

Tor Myhren, a former advertising executive, will in early 2016 begin serving as vice president of marketing communications, reporting directly to Cook.

As for Williams, Apple's new operations chief has been with the company since 1998 -- the same year Cook joined the company -- and is credited with having key involvement in Apple's original iPhone launch and the development of the Apple Watch.

He's been the VP of operations since 2004, most recently leading Apple's entire supply chain, service and support and social responsibly initiatives.

Srouji is an eight-year Apple vet. He was brought on in 2008 to oversee Apple's teams of silicon and technology engineers, which are tasked with building iPhone innards such as batteries, processors, and chipsets across Apple's entire product line.