Tim Cook's Email to Employees on Hiring Burberry CEO Angela Ahrendts as New Retail Chief

angela_ahrendts_bwFollowing Apple's announcement that it is hiring Burberry CEO Angela Ahrendts to head up its retail and online store effort, CEO Tim Cook has sent an email to employees announcing the hire and giving some additional thoughts on Ahrendts and the hiring process. The full email has been posted by 9to5Mac.

Team,

I am thrilled to announce that Angela Ahrendts will be joining Apple as a senior vice president and member of our executive team, reporting directly to me. Angela is currently the CEO of Burberry.

She will lead both our retail and online teams. I have wanted one person to lead both of these teams for some time because I believe it will better serve our customers, but I had never met anyone whom I felt confident could lead both until I met Angela. We met for the first time last January, and I knew in that meeting that I wanted her to join Apple. We’ve gotten to know each other over the past several months and I’ve left each conversation even more impressed.

She shares our values and our focus on innovation. She places the same strong emphasis as we do on the customer experience. She cares deeply about people and embraces our view that our most important resource and our soul is our people. She believes in enriching the lives of others and she is wicked smart. Angela has shown herself to be an extraordinary leader throughout her career and has a proven track record. She led Burberry through a period of phenomenal growth with a focus on brand, culture, core values and the power of positive energy.

Angela will need to focus over the coming months on transitioning her current role at Burberry and will then join Apple in the spring. I am sure as all of you meet her, you will see why I am so excited that she is joining our executive team. I’d like to add a special thanks to all of our retail leaders. Your strength, talent and leadership afforded me the luxury of taking the time to perform an exhaustive search to find the best person in the world for this role.

Tim

Ahrendts, who previously held positions at Donna Karan and Liz Claiborne, has been CEO of Burberry since 2006. Apple and Burberry last month worked together to film a Burberry fashion shoot entirely with Apple's new iPhone 5s even before it had officially been released, allowing Apple to show off the high-quality camera included on the device.

Update: Former Apple retail chief Ron Johnson told Bloomberg in a statement that Ahrendts is a "terrific choice" and she will be "exceptionally well received" at the company.

Top Rated Comments

(View all)
Avatar
92 months ago
For some reason, she kinda looks like a female Tim Cook to me.
Score: 27 Votes (Like | Disagree)
Avatar
92 months ago

Why did he hire John Browett then ?


OMG be quiet already -_- They hired him. He wasn't the right fit. They fired him. Get over it.
Score: 18 Votes (Like | Disagree)
Avatar
92 months ago

Why did he hire John Browett then ?


I'm sure you've never made a single mistake in your life, correct?
Score: 16 Votes (Like | Disagree)
Avatar
92 months ago

Why did he hire John Browett then ?


Why did Steve Jobs bring on John Sculley?
Score: 11 Votes (Like | Disagree)
Avatar
92 months ago
Here's an interesting comment from Ahrendts on how she thinks of retail. I think this hire is nothing but a net positive for Apple.

http://www.fastcompany.com/3019991/apples-new-consumer-experience-chief-angela-ahrendts-on-the-future-of-retail

"Everything we’ve done is counterintuitive to traditional selling organizations, with their traditional training. My dad used to always say that he could teach anything but he couldn’t teach how to feel. That’s the hardest part when you have 11,000 people: How do you teach them to feel how we feel? When I first started, we had no training programs--none of that. We had to put in world-class sales and service training programs. The thing is, I don’t want to be sold to when I walk into a store. I want to be welcomed. The job is to be a brilliant brand ambassador. Everybody is welcome. Don’t be judgmental whatsoever. Look them in the eyes. Welcome them. ‘How are you?’ Don’t sell! NO! Because that is a turnoff. So how do you hire all these amazing people and put them in a world-class retail setting and then say, ‘But you’re not allowed to sell’?! How do you put this whole digital team together and say, ‘But we are not doing any direct marketing to sell to you!’? The digital guys look at you like you’re nuts. But no, no, no, no, no. What we have wanted to do is build an amazing brand experience and an amazing way that people can engage with the brand. Then it will naturally happen. And then I don’t care where they buy. I only care that they buy the brand.”

Score: 9 Votes (Like | Disagree)
Avatar
92 months ago
Here's the question: Does she realise that she needs to make dollars by selling devices, and not save pennies on the staff?
Score: 8 Votes (Like | Disagree)

Top Stories

First Impressions From New iPhone 12 and 12 Pro Owners

Thursday October 22, 2020 4:20 pm PDT by
It's already Friday, October 23, in Australia and New Zealand, which means some customers who purchased an iPhone 12 or 12 Pro already have their new devices in hand. We've seen dozens of reviews of the iPhone 12 and iPhone 12 Pro from media sites, but now first impressions from regular Apple customers are available. Image via MacRumors reader Boardiesboi New iPhone 12 and 12 Pro owners are...

New Photos Offer Better Look at iPhone 12 Color Options

Tuesday October 20, 2020 2:34 am PDT by
As we wait for the iPhone 12 review embargo to lift later today, more pictures are circulating of the devices in real-world lighting conditions, providing a better look at the different colors available. Leaker DuanRui has shared images on Twitter of the iPhone 12 in white, black, blue, green, and (PRODUCT)RED. The black and white colors are similar to the iPhone 11 colors, but the other...

Photographer Austin Mann Tests the iPhone 12 Pro's Camera

Wednesday October 21, 2020 4:14 am PDT by
Travel photographer Austin Mann usually performs an in-depth review of new iPhone models to test their camera performance in real-world scenarios. To test Apple's new iPhone 12 Pro, Mann traveled to Glacier National Park, Montana. Mann focused on some of the biggest camera upgrades with the iPhone 12 Pro, including the upgraded Wide lens, Ultra Wide Night mode, and LiDAR autofocus, across a...

iPhone 12 Pro Max Has Smaller 3,687 mAh Battery According to Regulatory Filing

Tuesday October 20, 2020 8:48 pm PDT by
Apple's new iPhone 12 Pro Max is equipped with a 3,687 mAh battery, which is around 7% less capacity than the 3,969 mAh battery in the iPhone 11 Pro Max, according to a regulatory filing published by TENAA, the Chinese equivalent of the FCC. The regulatory filing, spotted by MacRumors, also lists the iPhone 12 Pro Max with 6GB of RAM as seen in benchmark results last week. Apple has filed ...

5G Drains iPhone 12 Battery 20% Faster Than 4G in Benchmark

Wednesday October 21, 2020 3:17 am PDT by
After the first reviews for the iPhone 12 and iPhone 12 Pro emerged yesterday, a new report by Tom's Guide reveals the extent of battery life reductions when using 5G. The report outlines a test wherein the iPhone surfs the web continuously at 150 nits of screen brightness, launching a new site every 30 seconds until the battery drains. Interestingly, the test was run on an iPhone 12 and...

Teardown Video Confirms iPhone 12 and iPhone 12 Pro Use Same 2,815mAh Battery

Thursday October 22, 2020 9:47 am PDT by
With the iPhone 12 launching on Friday and in just a few hours to Australia and New Zealand, hands-on videos, teardowns, reviews, and other iPhone-related content has been coming out. A new teardown video delves into both the iPhone 12 and the 12 Pro, confirming battery life for both models and giving us a closer look at their internals. The video from Io Technology is in Chinese, but ...

French iPhone Boxes Come Packed in an Outer Box With Separate EarPods

Wednesday October 21, 2020 6:52 am PDT by
After the news that France would be the only territory to continue to include EarPods with the iPhone, it seems that Apple is not packing the earbuds within the iPhone's box (via iGeneration). Screenshot from TheiCollection's review video The French iPhone 12 and iPhone 12 Pro does not have a different retail box to accommodate EarPods, meaning that all iPhone boxes are consistent...

Some Defective Apple iPhone 12 Cases Shipping Without Speaker Holes

Wednesday October 21, 2020 12:54 pm PDT by
At least two customers who have purchased iPhone 12 cases have received defective cases that do not have speaker holes, which obscures the sound. Photo by Reddit user zarnold16 There have been two separate threads on Reddit from iPhone 12 customers who purchased a case and received one without speaker holes. One customer was told by an Apple advisor that the case wasn't meant to have...

Watch: New iPad Air Unboxing Videos and First Impressions

Wednesday October 21, 2020 6:00 am PDT by
Apple's embargo has lifted on reviews for the new iPad Air ahead of its launch on Friday. In addition to our more detailed review roundup, we've shared a handful of unboxing videos and first impressions of the device below. The new iPad Air via Karl Conrad The new iPad Air features a larger 10.9-inch edge-to-edge display, a faster A14 Bionic chip, and a USB-C port instead of Lightning. It is...

Apple's AirTags Revealed in Newly Published Patent Applications

Thursday October 22, 2020 9:13 am PDT by
Two patent applications filed by Apple appear to depict the company's widely expected AirTags item trackers (via Patently Apple). The filings, which include a large number of images, are titled "Mounting Base for a Wirelessly Locatable Tag" and "Fastener with a Constrained Retention Ring," and describe a wirelessly locatable tag that can be used to determine the absolute location of an...