Apple’s Angela Ahrendts finally speaks, and it’s not what you might’ve expected

“O.K., that’s a bit of an exaggeration. Angela Ahrendts, the former Burberry chief executive lured away to revitalize Apple retail and e-tail did not exactly speak — she wrote a diary entry-cum-inspirational post about her new job, titled ‘Starting Anew,’ on LinkedIn,” Vanessa Friedman writes for The New York Times. “That alone is worth noting — it makes for a contrast with Apple’s typically super-closed culture.”

“But what’s also interesting is that Ms. Ahrendts’s post is awfully… touchy-feely for an exec at a tech company. Together, those aspects suggest a new direction, at least when it comes to outreach, for the brand,” Friedman writes. “One that looks a lot like what fashion, especially high-end fashion, has been doing for a while now.”

“Just consider the content of her post,” Friedman writes. “She admits to insecurity. She advises people to discuss personal matters. She tells the them to talk to each other, not just their personal devices.”

Read more in the full article here.

Related articles:
Apple’s Angela Ahrendts posts personal blog – June 24, 2014
Apple’s Ahrendts to oversee slew of new retail stores as organizational restructuring planned – June 16, 2014
Angela Ahrendts’ first memo to Apple Retail employees – June 12, 2014
Angela Ahrendts’ Apple Retail plans: China, mobile payments, revamped experience – May 19, 2014
Angela Ahrendts now officially Apple’s Senior Vice President, Retail and Online Stores – May 2, 2014


  1. Boy, you’ve got to have a set of big brass ones to be that touchy-feely in public.

    For all the nerds who remain unconvinced, women are different from men, and that’s a good thing. I suspect she’ll do pretty well.

  2. Maybe Angela will bring a little more warmth to the company. Certainly Jobs was never a warm and cuddly kind of guy. I just want them to be more responsive when necessary, especially when adverts and other other companies attack them. They should always stand up for themselves but in a classy way.

  3. Honestly, the advice she shared is extremely basic—hardly worth all the attention it has received. I hope she’s a whole lot better at running Apple retail than she is at giving personal advice.

    1. The writer’s point was not that Angela’s advice was meritorious, but that her approach signals change in Apple, something almost everyone seems to clamour for. At least it’s a different form of change from the arrival of Dr. Dre.

      Hey, maybe that’s the trick—increase the estrogen here, the testosterone there, and make beautiful music together…

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