ahrendtsheadshot.jpgAngela Ahrendts has plans to initiate a major restructuring of Apple's Retail stores to promote better customer service and to streamline operations, reports 9to5Mac. At the current point in time, stores are organized into geographical regions, but Ahrendts wants to restructure, instead grouping stores based on sales volume and customer demographics.

This means that stores will now be grouped by how much of certain products they sell. This will heighten customer satisfaction and streamline Apple retail operations as now similar stores will have similar leadership and similar promotions. This move is not designed to institute John Browett-likely sales targets, but it is planned to create even more tailored experiences to individual stores.

In a letter sent to retail employees earlier this month, Ahrendts said she plans to "focus on and evolve the customer journey online and in our stores." She wants customers to "feel surprised and delighted" by a personalized Apple experience.

Ahrendts has already restructured some of the retail executives working under her to streamline her department, and along with expressing interest in a redesign of the "end-to-end Apple Store sales experience," she may also have plans to focus on an in-store mobile payments solution and furthering Apple's business in China.

Ahrendts is expected to oversee the opening of 20 new Apple Stores in China through 2016, along with a new high-profile store in Italy and new locations across the United States.

Top Rated Comments

Exponent Avatar
95 months ago
[url=https://www.macrumors.com/2014/06/16/apple-angela-ahrendts-restructuring/] At the current point in time, stores are organized into geographical regions, but Ahrendts wants to restructure, instead grouping stores based on sales volume and customer demographics.

NOT. GOOD.

I've been through this in Michigan, with Macys. Live in a predominantly wealthy area? You get presented with one kind of Macys. Live in an area with a range of incomes? You get presented with an entirely different kind of Macys, unkempt and not stocking the products one would expect out of "Macys".

The overall effect is to greatly dilute the value of the brand, since the company presents a different level of customer experience depending on location, all under that same brand name. And as a customer, it REALLY grates you to be presented a shabbier store in your locale, all by intent.

Like I said: NOT. GOOD.

Hey Ahrendts - You want to create a different customer experience? Simple - start up "sidecar" brand names.... Want to target fashionistas? Call the brand "Candy Apple", and put THOSE stores where they make sense. A store that handles high-end AppleTV gear? "Golden Apple".

There - I'll give you that one, and if you implement it, just send me a fully loaded Mac Pro...
Score: 11 Votes (Like | Disagree)
Ralf The Dog Avatar
95 months ago
Simply EVERYTHING is done to maximise profit. Will this revamping be an improvement for customers? Highly unlikely.

The best way to maximize profit is to make things better for your customers.
Score: 8 Votes (Like | Disagree)
Simmias Avatar
95 months ago
I just want her to streamline the whole store experience. Here's why I dislike going to Apple Stores and always try to avoid them:

-Crowded - almost impossible to move at peak times.
-Confusing - not clear who to talk to or where to go to get help or check out. You often get passed off two or three times to get what you need, or end up just standing around trying to catch someone's attention
-Time consuming - very hard to just get in and get out if you already know what you want
-Ignorant - if you're an enthusiast like most of the people on this site, the sales associates are almost painfully ignorant. The last one I talked to didn't know what an SSD was re: MBP hard drives
-Condescending - the flip side of the last one. They will treat you like a newbie even if you are long time customer and insist on explaining basic stuff to you at length.
-Too familiar/casual - last time I bought a MBP from an Apple store, spending well over $2000, they never said "thank you" or "have a nice day" or anything like that. Even when I first said I would like to purchase it, the response was an indifferent "ok". They are trying to be hip and casual, but it can come across as disrespectful and unappreciative.

I know lot of people feel the same way. Everyone I know groans when they have to visit the Apple Store for something. Arendt should focus on making the retail stores a positive experience again for both newcomer and fans alike.
Score: 5 Votes (Like | Disagree)
jglonek Avatar
95 months ago
NOT. GOOD.

I've been through this in Michigan, with Macys. Live in a predominantly wealthy area? You get presented with one kind of Macys. Live in an area with a range of incomes? You get presented with an entirely different kind of Macys, unkempt and not stocking the products one would expect out of "Macys".

The overall effect is to greatly dilute the value of the brand, since the company presents a different level of customer experience depending on location, all under that same brand name. And as a customer, it REALLY grates you to be presented a shabbier store in your locale, all by intent.

Like I said: NOT. GOOD.

Hey Ahrendts - You want to create a different customer experience? Simple - start up "sidecar" brand names.... Want to target fashionistas? Call the brand "Candy Apple", and put THOSE stores where they make sense. A store that handles high-end AppleTV gear? "Golden Apple".

There - I'll give you that one, and if you implement it, just send me a fully loaded Mac Pro...

Eh. Macys has a lot more products than an Apple store. I think you might be looking at this wrong.

I'm sure all stores will have the same baseline for stock, and they will all sell all Apple items like they do right now.

But, if you have a store that say sells a lot of Macbook Pros, then they may start keeping more different variations (HDD, Memory, etc) in stock than they do now, possibly keeping an eye on the BTO's that are delivered to the store.
Score: 5 Votes (Like | Disagree)
jclo Avatar
95 months ago
NOT. GOOD.

I've been through this in Michigan, with Macys. Live in a predominantly wealthy area? You get presented with one kind of Macys. Live in an area with a range of incomes? You get presented with an entirely different kind of Macys, unkempt and not stocking the products one would expect out of "Macys".

The overall effect is to greatly dilute the value of the brand, since the company presents a different level of customer experience depending on location, all under that same brand name. And as a customer, it REALLY grates you to be presented a shabbier store in your locale, all by intent.

Like I said: NOT. GOOD.

Hey Ahrendts - You want to create a different customer experience? Simple - start up "sidecar" brand names.... Want to target fashionistas? Call the brand "Candy Apple", and put THOSE stores where they make sense. A store that handles high-end AppleTV gear? "Golden Apple".

There - I'll give you that one, and if you implement it, just send me a fully loaded Mac Pro...

Thanks for this, it's an excellent example of how that restructuring might turn out. I've definitely noticed the difference in Macys stores in different regions -- hopefully Apple doesn't go that extreme.
Score: 4 Votes (Like | Disagree)
rctlr Avatar
95 months ago
I can get to 5 Apple Stores within an hour of where I live, and I've enjoyed going to them.
They are a Mecca for even non-apple users, and if the plan is to change them to suit the geographic location, then that will sour the experience in my opinion - getting different experiences in different stores.
Score: 2 Votes (Like | Disagree)

Top Stories

apple california streaming event

Apple Event Announced: 'California Streaming' on September 14 With iPhone 13, Apple Watch Series 7 Expected

Tuesday September 7, 2021 9:03 am PDT by
Apple today announced that it will be holding a special event on Tuesday, September 14 at 10:00 a.m. The event will take place at the Steve Jobs Theater on the Apple Park campus in Cupertino, California. As with WWDC and last year's fall events, this new event will be held digitally with no members of the media invited to attend in person. Apple will likely provide pre-taped segments for...
Apple Prefer Lightning Over USB C Feature

iPhone Sticking With Lightning Port Over USB-C for 'Foreseeable Future'

Tuesday March 2, 2021 9:32 am PST by
Apple will retain the Lightning connector on the iPhone for the "foreseeable future," with no intention of switching to USB-C, according to reliable analyst Ming-Chi Kuo. In spite of much of the industry moving toward USB-C, Apple will not be using it to replace the Lightning connector on the iPhone 13, or indeed on any iPhone model for the time being. In a note seen by MacRumors yesterday,...
youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
original iphone

Phil Schiller Says iPhone Was 'Earth-Shattering' Ten Years Ago and Remains 'Unmatched' Today

Monday January 9, 2017 7:15 am PST by
To commemorate the tenth anniversary of the iPhone, Apple marketing chief Phil Schiller sat down with tech journalist Steven Levy for a wide-ranging interview about the smartphone's past, present, and future. The report first reflects upon the iPhone's lack of support for third-party apps in its first year. The argument inside Apple was split between whether the iPhone should be a closed...
iOS 15 icon on phone

Apple Seeds Sixth Betas of iOS and iPadOS 15 to Developers

Tuesday August 17, 2021 10:05 am PDT by
Apple today seeded the sixth betas of iOS and iPadOS 15 to developers for testing purposes, with the updates coming one week after Apple released the fifth betas. Registered developers can download the profile for the iOS and iPadOS betas from the Apple Developer Center, and once the profile is installed, beta updates will be available over the air. iOS 15 is a major update that...
maroon5memories

Apple Collaborates With Maroon 5 to Add 'Memories' Song to Photos App

Wednesday September 25, 2019 12:02 pm PDT by
Apple has teamed up with Maroon 5 to add the group's new song "Memories" to the Memories feature in the Photos app, allowing it to be used for photo slide show creations, reports Billboard. "Memories" will be available as a soundtrack option for a limited time and it is available to iPhone and iPad users running the latest iOS 13 and iPadOS software. Memories in the Photos app are created ...
it home ecommerce app iphone 13

iPhone 13 to Launch on September 17, AirPods 3 on September 30, Claims Report

Wednesday August 25, 2021 2:42 am PDT by
Apple may be planning to launch the iPhone 13 on Friday, September 17 and third-generation AirPods on Thursday, September 30, according to an image of an e-commerce app discovered by Chinese language site IT Home. The screenshot, originally posted by Weibo account @PandaIsBald, suggests all four iPhone 13 models will go on sale on September 17, followed by the AirPods 3 on September 30....
MacBook Pro Coating

Apple Launches Quality Program for MacBook Pro Anti-Reflective Coating Issues

Saturday October 17, 2015 7:58 am PDT by
Apple has issued an internal notice about a new Quality Program that addresses anti-reflective coating issues on MacBook and MacBook Pro models with Retina displays, as confirmed by multiple sources. These issues include the anti-reflective coating on displays wearing off or delaminating under certain circumstances. Apple will replace Retina displays on affected MacBook or MacBook Pro models ...
iPhone 13 Dummy Thumbnail 2

Full iPhone 13 Feature Breakdown: Everything Rumors Say We Can Expect

Tuesday August 31, 2021 7:50 am PDT by
With the launch of Apple's iPhone 13 lineup believed to be just a few weeks away, we have compiled all of the coherent rumors from our coverage over the past year to build a full picture of the features and upgrades coming to the company's new smartphones. For clarity, only explicit improvements, upgrades, and new features compared to the iPhone 12 lineup are listed. It is worth noting that...
iphone 12 colors 2021

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived in October 2020 in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone...