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
67 months ago
Will she start paying them as Executives as well? Count me in then... :-)
Score: 36 Votes (Like | Disagree)
samcraig Avatar
67 months ago
Executives that get their bags searched every shift ;)
Score: 30 Votes (Like | Disagree)
Davey84jones Avatar
67 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
67 months ago
Maybe they should get stock options like the 'real' executives?
Score: 23 Votes (Like | Disagree)
tkermit Avatar
67 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
67 months ago
A Hallmark moment with some Apple "executives".

Score: 20 Votes (Like | Disagree)

Top Stories

iphone 6 in hand

Apple Faces Another iPhone Lawsuit Over 'Programmed Obsolescence'

Monday March 1, 2021 6:44 am PST by
Apple faces a new class-action lawsuit that accuses it of deliberately releasing iOS updates that slowly reduce the performance of an iPhone, forcing customers to upgrade their devices. The lawsuit comes from the Portuguese Consumer Protection Agency, Deco Proteste (via Marketeer), which in a statement says that it will proceed with a case against the Cupertino tech giant because it...
PIA23764 RoverNamePlateonMars web

NASA Mars Perseverance Rover Uses Same PowerPC Chipset Found in 1998 G3 iMac

Tuesday March 2, 2021 3:21 am PST by
NASA's Perseverance rover, which recently made history landing on the surface of Mars, is powered by the same processor used in an iMac more than 23 years old. Image Credit: NASA As reported by NewScientist (via Gizmodo), the rover includes the PowerPC 750 processor, the same chip used in the G3 iMac in 1998. The main chipset is the same; however, there are differences between the...
magsafe charging brick feature

Prosser: iPhone 12 MagSafe Battery Pack to Feature Reverse Charging

Monday March 1, 2021 1:18 pm PST by
Apple is working on MagSafe-compatible battery packs that will be compatible with the iPhone 12 models, and leaker Jon Prosser today said on the Genius Bar podcast that one version of the battery pack will feature "reverse charging." According to Prosser, Apple is working on two versions of the battery packs, one that's a standard version and one that's a premium version with reverse...
rosetta 2

Rosetta May Be Removed From M1 Macs in Some Regions on macOS 11.3

Tuesday March 2, 2021 5:20 pm PST by
Installing the upcoming macOS 11.3 software update on an M1 Mac may result in Rosetta 2 being removed in one or more regions around the world. In the third beta of macOS 11.3 seeded to developers for testing today, MacRumors contributor Steve Moser uncovered new strings in the beta's code indicating that "Rosetta will be removed upon installing this update." Another new string reads "Rosetta ...
iphone 12 pro display video

iPhone 13 to Include 1TB Storage Option and LiDAR Across the Board, Says Wedbush Analyst

Monday March 1, 2021 4:00 am PST by
Apple's forthcoming iPhone 13 could include a 1TB storage option for some models and LiDAR Scanners across the entire lineup, according to a report from Wedbush analysts. In a new note to investors, seen by MacRumors, Wedbush analyst Daniel Ives said that initial Asian supply chain checks gave the firm "increased confidence" that Apple's 5G-driven product cycle would extend well into 2022,...
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,...
iphone 12 120hz thumbnail feature

Kuo: iPhone 13 Lineup to Feature Smaller Notch and Larger Batteries, 120Hz Display for Pro Models, and More

Monday March 1, 2021 7:50 am PST by
iPhone 13 models will all feature a smaller notch, while the two Pro models will be equipped with low-power LTPO display technology for a 120Hz refresh rate, analyst Ming-Chi Kuo said today in a research note obtained by MacRumors. Subscribe to the MacRumors YouTube channel for more videos. Several other sources have previously claimed that some iPhone 13 models will support a 120Hz refresh...
Screen Shot 2021 03 03 at 11

MagSafe Charging Port for iPhone Appears in Apple Patent

Wednesday March 3, 2021 1:30 am PST by
In a newly granted patent, Apple envisions a type of connectivity port using an iteration of its magnetic MagSafe charger to charge an iPhone, potentially paving the way for a future without Lightning. Submitted to the United States Patent and Trademark Office on Tuesday (via Patently Apple), the patent outlines a three-pinned MagSafe charger, similar to the ones found in older MacBook...
apple transfer google photos 1

Apple Launches Service for Transferring iCloud Photos and Videos to Google Photos

Wednesday March 3, 2021 12:04 pm PST by
Apple this week introduced a new service that's designed to make it quick and easy for iCloud users to transfer their stored photos and videos to Google Photos. As outlined in an Apple support document, you can go to Apple's privacy website and sign in to see the "Transfer a copy of your data" option. If you select this and go through all the steps, Apple will transfer your iCloud photos and ...
galaxy s21 iphone 12 pro max front feature2

Kuo: Some 2022 iPhones to Abandon Notch in Favor of 'Punch-Hole' Display

Monday March 1, 2021 8:05 am PST by
At least some 2022 iPhone models will abandon the notch and switch to a "punch-hole display design" instead, similar to Samsung's recent high-end Galaxy smartphones, analyst Ming-Chi Kuo said today in a research note obtained by MacRumors. Kuo said the hole-punch display design will be adopted by high-end 2022 iPhones at a minimum, and if production yields are good enough, all 2022 iPhone...