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Eddy Cue

Standards Setter

Eddy Cue is Apple's Senior Vice President of Services, overseeing a portfolio that includes the App Store, Apple Music, Apple TV+, iCloud, Apple Pay, and — critically for the AdTech world — Apple Search Ads and the privacy frameworks that govern how billions of iOS devices handle data. His stewardship of App Tracking Transparency (ATT), introduced with iOS 14.5 in 2021, fundamentally restructured the mobile advertising ecosystem, costing companies like Meta billions in annual revenue and forcing a wholesale rethinking of mobile measurement and identity resolution across the industry.

Last updated Jun 24, 2026 by ATDb automated enrichment · Connections updated Jun 29, 2026

Role
Senior Vice President, Services
Company
Apple
Based
Cupertino, California, United States
Boards
1
Connections
1
Years in industry
15 years

Bio

Eddy Cue is Apple's Senior Vice President of Services, overseeing a portfolio that includes the App Store, Apple Music, Apple TV+, iCloud, Apple Pay, and — critically for the AdTech world — Apple Search Ads and the privacy frameworks that govern how billions of iOS devices handle data. His stewardship of App Tracking Transparency (ATT), introduced with iOS 14.5 in 2021, fundamentally restructured the mobile advertising ecosystem, costing companies like Meta billions in annual revenue and forcing a wholesale rethinking of mobile measurement and identity resolution across the industry.

Career

  • Senior Vice President, Internet Software and Services

    Apple · 2011-2016

  • Vice President, Internet Services

    Apple · 2000-2011

  • Director, Developer Relations

    Apple · 1996-2000

  • Customer Support Manager

    Apple · 1989-1996

Board memberships

Ferrari N.V. (Board of Directors)

Expertise & education

Expertise

Mobile Advertising PrivacyApp Tracking Transparency (ATT)SKAdNetworkApple Search AdsDigital Commerce PlatformsContent Licensing and DealmakingFirst-Party Data StrategyPlatform Policy and Governance

Education

  • B.S., Computer Science and Economics, Duke University

Speaking topics

Privacy as a Fundamental Human RightThe Future of Digital CommerceContent and Media Licensing in the Streaming EraPlatform Responsibility and User Trust

Recognition

Notable achievements

  • Led the rollout of App Tracking Transparency (ATT) with iOS 14.5, fundamentally disrupting the mobile advertising industry and forcing a shift away from IDFA-based targeting
  • Negotiated the original iTunes Store licensing deals with major music labels in 2003, establishing Apple's digital commerce dominance
  • Grew Apple's Services segment to over $85 billion in annual revenue
  • Oversaw the launch of Apple Music, Apple TV+, and Apple Arcade
  • Developed SKAdNetwork as Apple's privacy-preserving attribution framework for mobile advertisers
  • Launched Apple Search Ads, creating a significant new advertising platform within the App Store ecosystem

Awards

Named to Time's 100 Most Influential People (multiple years)Recognized by Fortune as one of the most powerful executives in tech
Connection details