“Apple has poached high-profile Burberry chief executive Angela Ahrendts as it seeks to deepen its push into China and looks for new ways to excite consumers about its products,” Virginia Harrison reports for CNNMoney.
“Ahrendts has been hired for a new role at Apple, taking charge of retail and online stores and reporting to CEO Tim Cook,” Harrison reports. “She will start in the middle of 2014. The move comes as Apple attempts to improve its fortunes in China, a market in which Ahrendts has had great success in the past.”
Harrison reports, “Apple has been without a heavy-hitting head of retail since Ron Johnson left in 2011 for an ill-fated stint as CEO at J.C. Penney. Ahrendts was the highest paid CEO in the U.K. last year. By joining Apple she’ll become one of the highest profile women executives in technology, alongside Sheryl Sandberg at Facebook and Marissa Mayer at Yahoo.”
“The company will hope Ahrendts can help change that. Appointed Burberry chief executive in 2006, American-born Ahrendts has been credited with turning around the luxury fashion brand and expanding its presence in Asia,” Harrison reports. “Under her leadership, Burberry’s market value has increased to £7 billion from £2.1 billion. That expansion was driven in large part by a boom in sales of luxury goods like trench coats, handbags and shoes, to Asia.”
Read more in the full article here.
Apple’s press release:
Ahrendts will have oversight of the strategic direction, expansion and operation of both Apple retail and online stores, which have redefined the shopping experience for hundreds of millions of customers around the world. Apple retail stores set the standard for customer service with innovative features like the Genius Bar, Personal Setup and One to One personal training to help customers get the most out of their Apple products.
“I am thrilled that Angela will be joining our team,” said Cook. “She shares our values and our focus on innovation, and she places the same strong emphasis as we do on the customer experience. She has shown herself to be an extraordinary leader throughout her career and has a proven track record.”
“I am profoundly honored to join Apple in this newly created position next year, and very much look forward to working with the global teams to further enrich the consumer experience on and offline,” said Ahrendts. “I have always admired the innovation and impact Apple products and services have on people’s lives and hope in some small way I can help contribute to the company’s continued success and leadership in changing the world.”
Ahrendts will join Apple in the spring from Burberry, where she serves as CEO and has led the company through a period of outstanding global growth. Prior to Burberry, she was executive vice president at Liz Claiborne Inc., and earlier in her career she served as president of Donna Karan International.
MacDailyNews Take: Yes, this seems like a sounder move than hiring the guy from Dixons.
Related articles:
Burberry CEO discusses iPhone 5s collaboration with Apple – September 17, 2013
Apple grants Burberry early access to iPhone 5s for fashion show photography – September 12, 2013
Apple’s long hunt for retail store chief continues – January 7, 2013
Burberry to outfit retail staff with Apple iPads in China stores – April 13, 2011
Tim Cook’s email to employees announcing hiring of Angela Ahrendts as retail chief – October 15, 2013
Apple hires Burberry CEO Angela Ahrendts as retail chief – October 15, 2013
Burberry CEO discusses iPhone 5s collaboration with Apple – September 17, 2013
Apple grants Burberry early access to iPhone 5s for fashion show photography – September 12, 2013
Apple’s long hunt for retail store chief continues – January 7, 2013
Apple Retail Stores in dire need of competent leadership – November 7, 2012
What’s – and who’s – next for Apple Retail Stores – October 31, 2012
Tim Cook takes full control of Apple: John Browett and Scott Forstall out; Jony Ive, Bob Mansfield, Eddy Cue and Craig Federighi get expanded responsibilities – October 29, 2012
Report traces Apple Store ‘mistake’ all the way to Tim Cook; shift in emphasis from service to profits comes from Cook, say insiders – August 29, 2012
Reports persist of Apple Retail Store budget cuts, emphasis on revenue over customer satisfaction – August 28, 2012
After being Browettized, Apple Retail touts numbers – August 20, 2012
Apple newbie John Browett brings Dixons to Apple Retail Stores – August 17, 2012
Dear Tim Cook: Apple’s retail focus should be on delighting customers, not generating cash – August 16, 2012
Apple Retail Store chief Browett: ‘We messed up’ with Dixons-eque staffing gamble; refutes layoffs – August 16, 2012
Apple retail chief Browett to get $56 million golden hello – May 27, 2012
Apple grants 100,000 shares to new retail head John Browett – April 25, 2012
Tim Cook emails UK customer: John Browett’s role isn’t to bring Dixons to Apple Retail – February 1, 2012
Eyebrows raised over Apple’s hiring of Dixons CEO to run Apple Retail Stores – January 31, 2012
Apple hires Dixons CEO John Browett as new retail chief – January 31, 2012
Burberry to outfit retail staff with Apple iPads in China stores – April 13, 2011
Better looking too MDN.
She talks the talk. Now we will see if…
No idea if she is the right person, but one’s for sure: She has a lot of work to do. Apple’s retail strategy needs to be improved a lot.
Apple Retail just sucks. During my time as a Mac Genius, I saw many people that were hired that didn’t need to be there and those that kept their jobs that didn’t need to be there either. I won’t elaborate.
When I went to a hiring meeting this summer for a new store, we were told that above all, Apple values diversity. We were shown a film about the Apple Store, how fun it was there and such.
An older gentleman, a retired state Supreme Court judge asked, “Where are all the people over 40?” The question wasn’t answered and we were never called back for the second round of interviews.
Funny, my last purchase at an Apple store was handled — competently and with wit — by a woman who was definitely over 40; had in fact un-retired and seemed to relish working the busy social bazaar
Ditto. I’m over 40, and my local store has several employees at least a few years my senior. Clearly it’s not typical, but there are enough over 40 to make it more than a little snarky to imply there are no employees over 40. I assume the retired judge was making a statement as opposed to actually looking for a job.
I’ve had experiences similar to hannahjs and ecrabb, but it was a valid question that should have been answered. Is there a subtle expectation embedded in the presentation that is supposed to non-verbally send a message that old folks (over 35) need not apply? More importantly, is it deliberate? It would be illegal it it was, but hard to prove.
That’s why I just laugh every time some Congressional dipshit says “Just have people work until they’re 70” as his plan to cure Social Security. Walmart can only hire so many greeters and age discrimination is rampant in the rest of the workforce.. Most workers laid off after the age of 50 never regain their former salary status.
Oh great, another f*cking Brit. Haven’t they ruined our lives enough already? Isn’t f*cking up iOS 7 by a Brit enough? How about Browett ruining Apple retail? Another fail decision by Cook the embalmer*.
* Steve Ballmer’s de facto acolyte
She is American. Born and raised in a small town in Indiana.
surely you don’t expect a redneck moron to let such minor irrelevancies interfere with his main argument.
Just have a look at her teeth to determine if she is a true Brit. If they are brown and crooked, then she is a Brit.
The old jokes are the best aren’t they? Shall I do the one about you lot being fat now? 😉
Simmer down, fella. I have met a lot of nice Brits in my time, most of them my relatives.
Let’s give her a chance to see what she can do with the job.
You obviously don’t know anything about this woman. She’s not a brit.
She is not Brit you moron…go troll somewhere else.
The British are coming, the British are coming. They are socialists in the UK – so they’ll fit right in with the current Administration.
I do have to laugh at the concept that Obama is a socialist. He would be a right wing Tory over here. Relative views of the World I guess.
You can laugh at the idea of Obama being a socialist all you want, but the fact is that socialism is a certain thing, it has a definition, and Barack Obama fits that definition.
What he would be considered in the UK is irrelevant. He is, in fact, NOT in the UK. Hello?
No, he doesn’t fit the definition. Not even close to it. If you’d ever lived under a socialist government you’d understand, but of course you haven’t so you don’t.
Your conservatives are left of most left over here. I left (excuse the word) Jolly Old to escape socialism – now it’s catching up over here.
“Jean Poole”, or whoever you are, you are totally out of touch with modern Britain. You’re living in the 1970s.
or, more likely, commenter “Oh great” is stuck in the 1770’s
…and obviously without the benefit of “socialist” education.
You should move back.
Ad absurdum much?
I suggest you leave MY country Mack as we are already full up with stupid people, as my stupid government proves every day, my country being the USA.
Jonathan Ive is from UK, and it is perfectly fine. Original English language sounds classy and elegant.
Ive is a creator with originality. There aren’t many around these days. Our chameleonic anonymous coward iOS hater can bite my cute butt. He only wants attention and disrespect.
I cannot believe that someone is dissing Jony Ive…. In the pantheon of Apple only Steve Jobs is ahead of Jony. Do you really have such a short memory concerning what Jony has contributed to Apple?
I think he doesn’t care, its about a Troll stirring up a hornets nest. Racism and bigotry are just useful tools in such matters for them.
To certain persons respect, tradition, humility, and charity are just varieties of fork to jab into random eyeballs for a twisted vicarious thrill or a grubby banknote. There is no pride, only gluttony and gloating. That’s the undercrust of the Internet.
Hey! It’s our chameleonic anonymous coward iOS 7 hater troll!
I can tell.
What is it with this jerk? 😛
Very good choice. Someone who understands how to sell aspirational brands instead of just undercutting the other guy’s prices like that awful last guy.
If she can sell ‘Berries I’ll bet she can sell Apples.
Lets hope she doesn’t concentrate on selling them to chavs, which is what initially propelled Burberry into its stella rise.
Does she have a big ball she can sit on?
She will look good sitting on Tim Cook’s staff.
It’s suddenly makes more sense why Burberry shot a fashion show with iPhone 5S’s.
I think this is a smart move, they need leaders who can keep an iconic brand fresh and exciting.
I agree on paper it certainly looks good. Also interesting that people from up market fashion backgrounds are being picked up by Apple. I think wearable technology and related products are going to be an important move in the not to distant future, for those who still doubt it.
She has a proven track record for selling luxury items in China. That alone would make her a very useful person for Apple. She also has a great understanding of how technology can improve the retail experience.
I think she’s a really excellent appointment and should improve Apple’s retail operation considerably.
What, no demands to “Fire Tim Cook.” from the MDN crowd?
Before anyone judges her, please read this article about Burberry and what she did for them (i.e. bring them back from the brink Jobs-style).
http://davetrott.campaignlive.co.uk/2013/06/25/not-all-sales-are-good-sales/
I’d say she’s a perfect fit for Apple.
Yes spot on that. And good to have her when so many ‘analysts’ are insisting on the rush to market share, what Apple needs is useful market share not share that devalues the product and turns it into Dell. I think she is coming in at the right time too when retail looks good but is slightly faltering and the image is becoming just a little predictable.
Turning Burberry around was an incredible achievement and if nothing else will make her very aware of how a unique up market brand can change successfully without blowing all that makes it a prized brand. A new direction without blowing out the past one.
Best of luck, Angela.
I like her. Better than that moron that tried to change Apple Stores into a stupid mishmash type of electronics cut throat retail experience. Thats not Apple.
The fit does appear to be better. Time will tell if she makes a mark on the retail side of Apple.
Whenever I check out the Apple Store near me, the biggest issue is that it is so busy. The Santa Clara store could do with increasing its size.
The best bit is that opposite the Apple Store is an M$ store. Typically there are 10 times fewer customers in the store so it always looks empty. Fun to see.
Walk into a MS store and ask if they are closed! lol
I’m thinking if an “iWatch” is to be successful, it needs to be appealing to women*. Apple retail will be key to this. Also, there is no doubt Apple stores are “geeky masculine”. Maybe a slightly softer touch, might do good. My sister-in-law hates going to an Apple store- she walks in talks to the first Apple person she sees, goes right for what she came for and splits out of there faster then you can blink. I like to spend a few minutes in an Apple store and watch little kids and older people** become amazed when they first discover something on a Mac or an iPad. 🙂
BTW, I’m not trying to be sexiest.
*obviously to men too, but to be really successful, it needs women.
**I have an older relative that uses an iPad to read books. Previous to this, it was very difficult for her to read because of poor vision. The iPad means a lot to her. The most difficult thing for her is plugging the 30 pin connector in. She’ll get my 27″ iMac when I upgrade. I’m hoping Mavericks will look more like iOS so it will be easier for her to use both.
You really ought to post here more often, as we have an overabundance of highfalutin opinion set pieces and precious little neighborhood and family intel, which is what really matters as the personal computing revolution washes over what once was a bleak landscape defined by bland and controlling corporate forces.
So great, to have lived long enough to see the captains of industry so profoundly shaken.
“She geared the expansion of Burberry to China and emerging markets,” he said. “Ahrendts knows the emerging market world far better than most executives… that’s why Tim Cook has chosen her,” Siddiqi said.
Interesting! I like seeing a woman working with China, who tends to be culturally misogynist. Clearly she has some guts.
Just please, don’t put another marketing person in charge of Apple ever again. Otherwise, Angela Ahrendts sounds terrific.
Angela Ahrendts IS a marketing person — just one that understands the full span of the business she’s in…we should be thrilled that Tim Cook took his time studying the retail vacancy. She seems ideally suited to the task of vivifying Apple retail in all its incarnations. Many clues:
Marketing Mavens are to beloved and required for any quality business. I think Ahrendts could be terrific for Apple.
But again: Never let a marketing executive run your company, unless you have a death wish.
It’s a law of business at this point in time. I’ve spoken facts to the matter regarding my direct experience with the Marketing-As-Management horror at Eastman Kodak on a multitude of occasions, including this week.
I well recall your harrowing stories of Kodak. Not to put too fine a point on it, that experience may have predisposed you to suspicion; for some it might have amounted to trauma. In a parallel vein, I may be predisposed to support strong female leadership because of my own sad past dealing with clueless stuffed shirts and misogynistic geeks. All of it proves only that we are…all too human.
No. That experience brought home exactly what I had learned from Tony Alessandra while at Kodak. I then reviewed this history of Apple and found this was exactly what had happened to them as well. John Sculley was the Marketing-As-Management CEO who headed Apple into it’s marketing catastrophe of 1996. (And to all the people who can’t read what I wrote, let me point out that Spindler was CEO during the catastrophe of 1998, not Sculley. I never said it was Sculley, blahblahblah).
As for whether males or females make better managers, I’ve had brilliant of each and worthless or each. It’s certainly NOT a matter of gender! It’s all about personality, experience and skills. What I’m pointing out with Marketing-As-Management is THE fundamental personality clash of business: The Relational thinker VS the Productive thinker. They do NOT get along well. But the worst situation is putting a Relational think in charge over a Productive thinker, because the result is total sabotage. It is specifically this problem that brings a business to its knees.
I write this same subject over and over specifically because it’s THE fundamental personality clash in business and must be avoided at all costs, unless as I say you have a death wish.
I agree your theory has considerable explanatory power. Business management is not a science, though. It’s taught as a series of case studies. The personality category in leadership may not be applicable to all of them.
As to gender, organisms are hardly interchangeable. In particular, men and women are differentiated by their cognitive apparatus—we are differently wired.
I’d have to agree that not all businesses are alike. Many businesses are exclusively marketing, etc.
I agree regarding gender of course. But I’ve had terrific women managers and the exact opposite, all due to who they were as people at the time, all the factors that make us individuals. I see have never had a problem working for a man or woman. I find it’s the individual inside that determines the talents and skills. Gender differences are just one part of who we are as individuals.
I wish we could have a decent conversation. Typing brief stuff here isn’t much of an opportunity. In any case, I always appreciate your thoughts, you smart woman. 🙂
We’re doing all right, Derek. We don’t need lots of words. You admit when you’re wrong. That’s rare in a man. And you’re not usually even wrong (at least in my flighty feminine opinion.) Keep up the good work.
Pals forever, dear goddess. Thanks for putting up with my occasional mania. I’ve never noticed you being flighty and am glad we can chat.
No folks, we don’t need a room! 😉
And yes, clearly Ahrendts solved a huge marketing problem at Burberry. But I don’t even have to ask how she got along with the designers. Not well is the answer… UNLESS she is not just a marketing person, which is entirely possible.
The best business leaders know how to walk the treacherous tightrope of communication between marketing and the producers/creatives who make the business work. Maybe that’s who she is! We shall see.
Not to be disagreeable but I bought lots of Apple products from Dixon’s and nothing from Burberry.