Angela Ahrendts Says She Views Apple Store Staff as 'Executives'

by

angela_ahrendts_heroAngela Ahrendts spoke yesterday to Fast Company about her first two years as Apple's retail chief and her strategy to improve the company's customer experience at its global chain of retail stores.

In an interview titled "Apple's Angela Ahrendts On What It Takes To Make Change Inside A Successful Business," the Senior Vice President of Retail and Online Stores explains that, in her first six months at Apple, she travelled to 40 different markets and met with retail leaders to learn about how stores were "uniting people and getting them to collaborate."

When asked if Apple Store staff feel the same pride working for the company as Cupertino employees do, Ahrendts boasted about the company's 81% retention rate in 2015:

We just ended the year with the highest retention rates we’ve ever had: 81%. And the feedback [from Apple Store employees is that it’s] because they feel connected. They feel like one Apple. They don’t feel like they’re just somebody over here working with customers. I don’t see them as retail employees. I see them as executives in the company who are touching the customers with the products that Jony Ive and the team took years to build. Somebody has to deliver it to the customer in a wonderful way.

Ahrendts goes on to explain that her experience at Apple has taught her just how strong the culture is within the company, which was "built to change people's lives", and that the same core value is being continued by Apple's current CEO Tim Cook:

That foundation, that service mentality, that drive to continue to change lives — that is a core value in the company. And Tim Cook has added his on: He says it's also our responsibility to leave it better than we found it. So you have these two amazing pillars and a culture built around that. It's the same in retail and in Cupertino. That is the underlying mission, and how could you know that unless you're inside? But it is deeper than you would ever imagine.

Apple has aggressively expanded in China under Ahrendts' retail leadership, with stores opening last year in Chongqing, Hangzhou, Hong Kong, Nanjing and Tianjin, and several more on the way throughout 2016.

In an interview for 60 Minutes late last year, Ahrendts spoke about how Apple is continually refining new designs for its stores worldwide to achieve a common "wow" factor, so that customers are "transfixed" from the moment they walk through the doors.

Ahrendts officially joined Apple in mid-2014 to replace former SVP of Retail John Browett, who was fired from the company a year and a half earlier. Previously CEO of hugely successful UK fashion retailer Burberry, she is currently Apple's highest paid executive, according to a recent regulatory filing.

Read more of the Fast Company interview with Apple retail chief Angela Ahrendts here.

Top Rated Comments

xDKP Avatar
63 months ago
Will she start paying them as Executives as well? Count me in then... :-)
Score: 36 Votes (Like | Disagree)
samcraig Avatar
63 months ago
Executives that get their bags searched every shift ;)
Score: 30 Votes (Like | Disagree)
Davey84jones Avatar
63 months ago
She didn't come to the store I worked in. In three years I was underpaid, harassed by management, made to feel unlinked and confused, all the while having three years running of the highest store sales and customer satisfaction numbers. I was by no means treated as or viewed as an executive, nor compensated as one. I finally left to work closer to home, reasonable hours, and in an environment where my work and helpfulness is worthwhile and appreciated. None of this happened at an Apple Store.
Score: 27 Votes (Like | Disagree)
bbeagle Avatar
63 months ago
Maybe they should get stock options like the 'real' executives?
Score: 23 Votes (Like | Disagree)
tkermit Avatar
63 months ago

They feel like one Apple. They don't feel like they're just somebody over here working with customers. I don't see them as retail employees. I see them as executives in the company who are touching the customers with the products that Jony Ive and the team took years to build. Somebody has to deliver it to the customer in a wonderful way.

Hard to believe she said that with a straight face.
Score: 21 Votes (Like | Disagree)
Bubba Satori Avatar
63 months ago
A Hallmark moment with some Apple "executives".

Score: 20 Votes (Like | Disagree)

Top Stories

m1 chip macbook air pro

Kuo: Redesigned MacBooks With Apple Silicon to Launch in Second Half of 2021

Tuesday November 24, 2020 7:53 pm PST by
Apple plans to release additional MacBook models with Apple Silicon in the second half of 2021, according to analyst Ming-Chi Kuo, as part of the company's two-year transition away from Intel processors across its Mac lineup. In a research note today, obtained by MacRumors, Kuo said that these MacBook models will feature a new design. Kuo did not specify which models these will be, but he...
Apple Watc black friday 20 sale feature

Apple Black Friday 2020: Best Apple Watch Deals [Updated]

Wednesday November 25, 2020 4:01 pm PST by
Black Friday sales have begun on a variety of products, including the Apple Watch. There are quite a few deals across the Apple Watch lineup this year, including one of the lowest price we've ever seen the Apple Watch Series 3. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the...
AirPods Pro black friday 20 sale feature 2

Black Friday 2020: AirPods Pro Reach Lowest Price Ever [Updated]

Wednesday November 25, 2020 3:22 pm PST by
Black Friday has kicked off this week, and one of the first major sales for the AirPods Pro is available right now on Walmart. You can find this deal below, along with a few other solid discounts on the regular AirPods. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site...
13 16 inch macbook pro air trio

Reliable Leaker Suggests Redesigned MacBooks in 2021 Will Include Both Apple Silicon and Intel Models

Wednesday November 25, 2020 9:15 am PST by
Reliable leaker known as "L0vetodream" has today suggested on Twitter that redesigned MacBooks coming in the second half of 2021 will include models with both Apple Silicon chips and Intel processors. The brief Tweet came in response to a MacRumors article from earlier today, which outlined a report from Ming-Chi Kuo claiming that Apple plans to release redesigned MacBook models with Apple ...
mac mini macbook pro macbook air

Apple M1 Hands-On Comparison: MacBook Air vs. MacBook Pro vs. Mac Mini

Monday November 23, 2020 3:40 pm PST by
Apple's M1 Macs are out in the wild now, but ahead of the holidays, you might still be trying to figure out which one to pick up, either for yourself or as a gift for someone else. We've got all three of the new Macs available, so we thought we'd give MacRumors readers a hands-on overview of each machine in our latest YouTube video. Subscribe to the MacRumors YouTube channel for more videos. ...
app store christmas icon

Apple Shutting Down App Store Connect From December 23 to December 27

Monday November 23, 2020 10:14 am PST by
Apple shuts down App Store Connect for a week around the holidays each year in an effort to give App Store staff time off from work. This year, App Store Connect will be unavailable from December 23 to December 27. With App Store Connect unavailable, Apple will not accept new apps or app updates, so all pricing changes and new app submissions need to be locked in before those dates for...
iPads black friday 20 sale feature

Apple Black Friday 2020: Best iPad Deals

Tuesday November 24, 2020 8:51 am PST by
Although we're still a few days away from the official launch of Black Friday, we've known for a few weeks that many retailers would be kicking off discounts ahead of November 27. Because of this trend, today we're tracking discounts across Apple's lineup of iPads, including the 10.2-inch iPad and 2020 iPad Pro. More sales are likely to appear as the week progresses, and when they do we'll update ...
Target November Deals 1

Black Friday Spotlight: Target Begins Week-Long Sale With Deals on iPhone 12, Powerbeats Pro, and More

Monday November 23, 2020 8:07 am PST by
We've been tracking early Black Friday deals in our dedicated Black Friday Roundup, and in an effort to prepare our readers for the big shopping event we're highlighting sales store-by-store in the lead-up to November 27. Note: MacRumors is an affiliate partner with Target. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running....
new mac mini logicpro screen

M1 Macs Able to Run Up to Six External Displays Using DisplayLink

Tuesday November 24, 2020 6:53 am PST by
It is possible to run up to six external displays from the M1 Mac mini, and five external displays from the M1 MacBook Air and MacBook Pro, with the aid of DisplayPort adapters, according to YouTuber Ruslan Tulupov. This far exceeds Apple's specified limits on external displays with the M1 Macs. Apple's host of new M1 Macs are not capable of supporting as many external displays as their...
2020 apple shopping event

Apple Offering Up to $150 Gift Card With Select Products on Black Friday Through Cyber Monday

Monday November 23, 2020 2:53 am PST by
Apple has announced its annual four-day shopping event, offering customers up to a $150 Apple Store gift card with the purchase of select products between Black Friday and Cyber Monday in the United States. The gift card values in the United States are as follows: $150 for 16-inch MacBook Pro $150 for 21.5-inch iMac $50 for 13-inch MacBook Pro $50 for MacBook Air $50 for iPhone SE,...