PersonaShieldFounder and CEO
Jan 2026 — Present
Phillip Shoemaker founded and leads PersonaShield, helping creators protect and license their digital likeness, and The Unbreakable Group, a personal cybersecurity consultancy. He serves on Identity.org’s board and previously built and led Apple’s App Store Review team.
Phillip Shoemaker founded and leads PersonaShield, helping creators protect and license their digital likeness, and The Unbreakable Group, a personal cybersecurity consultancy. He serves on Identity.org’s board and previously built and led Apple’s App Store Review team.
Career
The Unbreakable GroupFounder and Principal
Dec 2025 — Present
Provides personal cybersecurity consulting and keynote speaking.
Identity.orgBoard Member
Until Present
Serves on the board of the nonprofit. Joined as Executive Director in December 2018, leading its decentralized identity work before its current focus on AI, likeness and identity rights.
VECKTAChief Technology Officer
Dec 2019 — Mar 2021
AppleSenior Director, App Store Review
Mar 2009 — Apr 2016
Built the App Store Review team, policies and developer-review processes.
GrayNoodle LLCFounder
2008 — Mar 2009
NumentaDirector, Developer Relations
Feb 2006 — Jan 2009
Led developer relations at Numenta, which later evolved into Apical Intelligence.
RealNetworksGeneral Manager, Partner Engineering
Apr 2005 — Feb 2006
Virgin ElectronicsDirector, Software Development
Sep 2004 — Apr 2005
PalmSourceDirector, Development Tools
Sep 1997 — Sep 2004
PenRight!Director, Software Development
Sep 1994 — Sep 1997
Actuate Software CorporationUser Interface Developer
Jan 1994 — Dec 1994
Cosigns Received
Featured Media
medium.com
Protecting Identity in the AI Era
An interview on consent, digital likeness ownership and the lessons from building Apple's App Store review policies.
phillipshoemaker.me
The Big Three
Shoemaker's explanation of the principles behind App Store review: protecting customers, protecting the platform and its business model.