Apple is making a few leadership changes before this year ends. The Cupertino company has just announced that they are going to have a new COO as well as a few role shifting. Since 2011, after Tim Cook has been promoted as the tech company's Chief Executive Officer, his spot of being COO was left vacant up until this month. This Thursday, Dec. 18, the position of Chief Operating Officer is now filled.

The tech firm has promoted Jeff Williams from Senior Vice President of Operations to the new COO. It was a move that didn't surprise many as he already took over the majority of operations' responsibilities and others additional loads as well. The promotion is just the long needed formality because of this.

Williams joined Apple in 1998 and has played a key role when the tech company made their entry into the mobile phone industry via their launch of the iPhones. Since 2012, Williams have already been handling duties like overseeing Apple's supply along with service and support. Apple's new COO has been seen regularly taking the lead on several keynote events of the tech firm. He is also known to be heavily involved with the company's Apple Watch team and the tech firm's ResearchKit initiative.

Meanwhile, more responsibilities have been heaved unto the shoulders of the Cupertino company's Worldwide Marketing SVP Phil Schiller. The task added is to oversee all the App Store leadership. The change came about after discontent from developers pointing out that the iPhone App Store's getting more focus than the Mac App Store. The discontent has also seen developers leave for the past months.

The move of adding tasks to Schiller's plate acknowledges his role as the face of the App Store as it moves forward. The App store now includes iPhone and iPad App Store on IOS, Apple TV App Store for tvOS, Apple Watch App Store for watchOS and Mac App Store on OS X.

Apple is also promoting Johny Srouji from Vice President of Hardware Technologies to SVP of Hardware Technologies. The tech firm is set to welcome Grey Group's Tor Myhren early next year to become Apple's new VP of Marketing Communications succeeding Hiroki Asai who has announced his retirement plans after working with the Cupertino company for 18 years.