So, why did Apple hire a Paris fashion executive?

“The worlds of high tech and high fashion collided on Tuesday, when Apple announced the hiring of Paul Deneve, former CEO and president of the iconic Yves Saint Laurent luxury brand,” Amar Toor reports for The Verge.

“Deneve, 52, will serve as vice president of “special projects” at Apple, reporting directly to company CEO Tim Cook,” Toor reports. “At this point, the precise scope and nature of his role at Apple remains unclear. Yet despite his vast experience in marketing and luxury sales, Deneve reportedly won’t be replacing former retail chief John Browett, whose position remains vacant.”

Toor reports, “The transition from haute couture to Silicon Valley may seem dramatic at first glance, but in Deneve’s case, it marks a homecoming. The business-educated Belgian worked in sales and marketing at Apple Europe from 1990 to 1997, following stints at ExxonMobil and Oriflame International, a cosmetics company, during the mid-1980s.”

Read more in the full article here.


  1. answer: Because Tim Cook thinks he can keep fat pricing margins by selling style instead of substance.

    While Apple has done remarkably well overall, it occasionally forgets that style only works if FIRST functionality, durability, reliability, and all the hard engineering stuff is baked in. Even the minimalistic styling that Ive promotes can be overdone. That’s why the Mac Cube and now the Mac mini are not selling in anywhere near the numbers they should: too much function and performance were removed in order to accommodate an arbitrarily small form. Same thing with iOS7: crappy reviews because Ives got carried away dumbing everything down to the point where it looks childish.

    1. Yehhh. SO terrible. Currently, what? Second largest company on the planet.
      Sure, not EVERY product is the pinnacle of wisdom, brilliance and innovation. But they’ve got more of it than every other computer and phone company put together.

      1. “every other computer and phone company put together” ???

        Seamus, you can’t possibly believe that.

        Moreover, size of company seldom offers any indication whatsoever of product quality. I’m a hardcore Mac user, but you’re a blind fool if you think Apple is the “only” or “best” innovator on the planet. I stand by my assessment: the recent shift of concentration to iOS has been accompanied by a rapid slowdown (until WWDC 2013) of OS X. Oh, and Apple TV remains a “hobby” that is needlessly hobbled. Oh, and Apple removed the hard drive so now Tivo-like functionality or external drive attachment for streaming from external drives isn’t even possible. Why? Well obviously it had to be a tiny little cube. Serving customer wishes came a very distant second to the design requirement.

        1. Apple TV is sans hard drive for cost. It would not be able to be made for under 100 with any profit margin if it kept its hard drive. They have to make money on the hardware since it does not drive meaningful secondary income.

          The Mac mini is as small and compact as it is because it allows it to be low power, quiet, and unobtrusive. These are design choices that Apple values. They don’t make giant, thick, ugly, bloated nasty plastic junk like most of their so-called competition like Samsung, or Dell.

          The good news is if you don’t share that point if view and want to buy cheap ugly plastic junk, you can.

        2. Might as well be accurate if you want to contradict me. I didn’t say they were the only or best innovator on the planet. What I did say was that they innovated more than every other computer and phone company put together. Computer. Phone. Not planet.

          What do all other phones now look like?
          What do all other tablets look like?
          How many companies now make an ultra-light, wedge-shaped, silver-colored portable?
          How much software is now distributed through app stores.
          Who gave us real, in-the-pocket, mobile computing?
          What other company transformed the music industry so thoroughly?

          With a record like that, I’ll stick to my opinion about who is doing most of the innovating.

  2. Probably for a “remake” of the Apple retail experience. It’s fine, but maybe getting a bit stall. Need something new I’m the mix to keep the Apple Store “fresh.”

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