Bayern fought off widespread interest in the 21-year-old winger last summer to take him to Germany from FC Basel.
The Switzerland international arrived at the Allianz Arena with a reputation already well-established, but considered to have the potential to get even better.
Shaqiri has, however, faced fierce competition for places at Bayern - and that situation looks set to intensify following the summer acquisitions of Mario Gotze and Thiago Alcantara.
It has been suggested that the Swiss forward is among those Bayern would be willing to listen to offers for - with Liverpool said to be keen on discussing a deal - but Rummenigge insists there have been no formal approaches as yet.
He said: "Nobody has called about Shaqiri. Right now there are no plans (to sell).
"The coach is completely satisfied with him. I think we will go into the season with the current squad."