Will Angela Ahrendts take Apple back to its core?

“Burberry’s former CEO Angela Ahrendts has become Apple’s new senior vice president of retail and online stores and, as part of her compensation stands to earn as much (or more than) $68 million,” Patrick Hanlon writes for Forbes. ” Although the media will be gobbling for the next days, weeks, and months about how much Angela Ahrendts will tap from the Apple money bucket, they will miss the real deal. And the real deal is this.”

“The fashion world is filled with tiger traps,” Hanlon writes. “And the biggest trap of all is believing that the fashion world is really about fashion. Or trends. Or personalities. Wrong. Wrong. Maybe. The world of fashion is a world swirling in great brands. Yes, there are big trends, big personalities, even bigger egos, and sizable fortunes.”

“Just like the computer business,” Hanlon writes. “Just as Ahrendts discovered Mr. Burberry’s vision, she might lead the Apple team back to Steve Jobs’ desire to ‘put a ding in the universe’, and stop riffing off of existing invention. Instead, meld left and right brains to create something that hasn’t been thought of yet.”

Read more in the full article here.

Related articles:
Apple’s new retail chief Ahrendts granted $68 million in restricted stock – May 6, 2014
Angela Ahrendts now officially Apple’s Senior Vice President, Retail and Online Stores – May 2, 2014
Angela Ahrendts’ challenge: Restore retail shine to Apple – April 28, 2014
Apple SVP Angela Ahrendts becomes ‘Dame of the British Empire’ – April 7, 2014
Angela Ahrendts could spark another Apple retail revolution – January 8, 2014
Apple’s incoming retail boss Angela Ahrendts: ‘I firmly believe in following your intuition’ – November 26, 2013
Fortune’s #4 Businessperson of the Year: Apple’s incoming retail chief Angela Ahrendts – November 21, 2013
Burberry’s Angela Ahrendts makes a smart move to Apple – November 8, 2013
Salesforce CEO Benioff: Angela Ahrendts the next Apple CEO – October 29, 2013
Angela Ahrendts: High-class CEO – not for the reasons you’d think – October 17, 2013
Apple’s newest exec Ahrendts should shake things up, fit like a glove – October 17, 2013
Apple Retail: Meet the new boss, better than the old boss – October 17, 2013
Apple’s new retail chief Ahrendts has long championed the integration of technology and fashion – October 15, 2013
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

Advertisements

18 Comments

  1. What’s with the “…take Apple back to it’s core.” crap?

    And why presume the head of retail and online will have undo influence over product strategy, R&D, industrial and UI design?

    Good grief.

    1. she knows noting about product , R & D or design. All she was at Burberry was a merchant. She didn’t design anything , she managed the stores- period. End of story. I think people are going to be in for a surprise. All she can do is try to make the stores a better shopping experience. The NY Soho store needs a major rehab – they ned people with people skills. They have few of them there.

      1. Correction accepted 🙂 And while it is the responsibility of the poster to proofread what the iOS auto-correction engine does to your typing, I failed to do so.

        But that was not, of course, what I was objecting to.

  2. It’s a good thing they brought someone in to fix Apple’s struggling and virtually anonymous retail division.

    /sarcasm

    If anything she’ll ruin a good thing by trying to make change for change sake.

  3. AA disappointing already! Why?

    AA: Tim I need to hang around Burberry a little longer just so I can pick up my 2 million pound bonus.

    TC: But AA, we need you at Apple. You already had 6 months notice. What about those “Jobsian” VALUES we talked about? You know, the ‘company/product over personal wealth’ that Jobs always drilled into us before he died. I thought you were of the same mind. I mentioned it to the world on the day we agreed you working for Apple. Don’t you remember?

    AA: Come off it Tim. We are talking big bucks (er….I mean quids) here.

    TC: How about a $65 Million ‘hello and welcome to Apple’ bonus.

    AA: Done!

    What a fucking disappointment!…so far.

  4. The idea behind articles like this, is to poison your mind about Ahrendts, to upset the Apple cart … so to speak, and it seems to be working, judging by a few of the comments.

    These people know how easy it is to push your buttons and by doing so they gain a little more over you and Apple.

    Try to rationalise the information before posting a half cocked missive, you don’t see Apple reacting like this.

  5. Even if her boss desired it, Ahrendts has no capability to bring Apple back to its pure beginnings in a California garage where Woz & Jobs created insanely great products that focused on giving the user tools both powerful and pleasurable to use.

    Apple is now a corporation that cares more about pleasing Wall Street and Ahrendts is tasked with selling more units. That is reality, and it is not entirely great.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.