Angela Ahrendts Talks Apple Retail in New Interview: 'Retail is Not Dying, But it Has to Evolve'

Apple senior vice president of retail Angela Ahrendts gave a new interview today at Cannes Lions, an annual international festival in France that celebrates individuals and companies in creative spaces. During her talk, Ahrendts discussed a variety of topics related to Apple and its pivot away from retail "stores" over the last few years to become community gathering places (via NBC News).

angela twitter cannes lions

Ahrendts' discussion also included Apple vice president of marketing communications Tor Myhren, and the SVP of retail explained that Apple's approach is to be "in the human business" and to "humanize technology."

I love the creative arts... that's kind of when we came up with the tagline: maybe we're in the human business. Maybe the largest tech company has these 65,000 kids and maybe it's our job to humanize technology.

Looking to the future of retail in general, Ahrendts mentioned numbers from an analytic firm that suggest while the majority of shopping will move online, many customers will still venture out to physical locations to finalize a purchase. This means that shoppers will use apps and online websites to research products and items, and perhaps reserve them for in-store pickup, much like Apple already does today.

You have your instincts and you use a lot of smart outside guys, and the smart outside guys they don't say retail is dying. They say digital is gonna grow at three times the rate of physical, but in the next five years... 75 percent of people will shop online, shop to learn [about what they want to buy], but 75 percent of business will still be done in physical stores.

Because of this, Ahrendts explained that "retail isn't going away" or "dying," but it will have to "evolve" as time passes. Apple has already made moves to change up Apple retail locations with next-generation layouts that emphasize communal gathering and encourage interactivity during Today at Apple sessions. This plays into another of Ahrendts' talking points in the interview, when she said, "I think [retail] has to serve a bigger purpose than just selling."

Ahrendts also discussed an internal social network that Apple calls "Loop," which was built for the company to measure how well it is doing in its retail mission to keep customers happy, accomplished through surveying both customers and retail employees. Loop is examined by Ph.D. students and results in data that helps Apple executives "improve systems" surrounding its retail business.

Ahrendts went on to discuss Apple store employees:

“They are not hired to sell," she said. "There is no commission, no quotas. What we’ve tried to do is keep uniting them around the big vision and the impact we want to make.”

Ahrendts routinely discusses Apple's next-generation retail plans in interviews, and last year even appeared onstage at the iPhone X event to briefly talk about retail and Today at Apple sessions. Shortly following that September event, Ahrendts climbed to the 13th spot on Fortune's Most Powerful Women list for 2017, jumping from 14th in 2016 and 16th in 2015.

Popular Stories

iPhone 17 Pro Lower Logo Feature 1

iPhone 17 Pro Coming Soon With These 14 New Features

Monday June 30, 2025 1:08 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are less than three months away, and there are plenty of rumors about the devices. Apple is expected to launch the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max in September this year. Below, we recap key changes rumored for the iPhone 17 Pro models:Aluminum frame: iPhone 17 Pro models are rumored to have an...
Apple Watch Ultra Night Mode Screen

Apple Watch Ultra 3 Launching Later This Year With Two Key Upgrades

Wednesday July 2, 2025 1:13 pm PDT by
The long wait for an Apple Watch Ultra 3 appears to be nearly over, and it is rumored to feature both satellite connectivity and 5G support. Apple Watch Ultra's existing Night Mode In his latest Power On newsletter, Bloomberg's Mark Gurman said that the Apple Watch Ultra 3 is on track to launch this year with "significant" new features, including satellite connectivity, which would let you...
A18 Pro Chip

New MacBook With A18 Pro Chip Spotted in Apple Code

Monday June 30, 2025 8:05 am PDT by
Apple is developing a MacBook with the A18 Pro chip, according to findings in backend code uncovered by MacRumors. Earlier today, Apple analyst Ming-Chi Kuo reported that Apple is planning to launch a low-cost MacBook powered by an iPhone chip. The machine is expected to feature a 13-inch display, the A18 Pro chip, and color options that include silver, blue, pink, and yellow. MacRumors...
iPhone 17 Pro Lower Logo Magsafe

iPhone 17 Pro's New MagSafe Design Revealed in Leaked Photo

Wednesday July 2, 2025 8:37 am PDT by
The upcoming iPhone 17 Pro and iPhone 17 Pro Max are rumored to have a slightly different MagSafe magnet layout compared to existing iPhone models, and a leaked photo has offered a closer look at the supposed new design. The leaker Majin Bu today shared a photo of alleged MagSafe magnet arrays for third-party iPhone 17 Pro cases. On existing iPhone models with MagSafe, the magnets form a...
macbook air spacegray purple

Apple Planning to Launch Low-Cost MacBook Powered By iPhone Chip

Monday June 30, 2025 3:20 am PDT by
Apple is planning to launch a low-cost MacBook powered by an iPhone chip, according to Apple analyst Ming-Chi Kuo. In an article published on X, Kuo explained that the device will feature a 13-inch display and the A18 Pro chip, making it the first Mac powered by an iPhone chip. The A18 Pro chip debuted in the iPhone 16 Pro last year. To date, all Apple silicon Macs have contained M-series...
iOS 18

Apple Releases Second iOS 18.6 Public Beta

Tuesday July 1, 2025 10:19 am PDT by
Apple today seeded the second betas of upcoming iOS 18.6 and iPadOS 18.6 updates to public beta testers, with the betas coming just a day after Apple provided the betas to developers. Apple has also released a second beta of macOS Sequoia 15.6. Testers who have signed up for beta updates through Apple's beta site can download iOS 18.6 and iPadOS 18.6 from the Settings app on a compatible...
Wi Fi WiFi General Feature

iOS 26 Adds a Useful New Wi-Fi Feature to Your iPhone

Wednesday July 2, 2025 6:36 am PDT by
iOS 26 and iPadOS 26 add a smaller yet useful Wi-Fi feature to iPhones and iPads. As spotted by Creative Strategies analyst Max Weinbach, sign-in details for captive Wi-Fi networks are now synced across iPhones and iPads running iOS 26 and iPadOS 26. For example, while Weinbach was staying at a Hilton hotel, his iPhone prompted him to fill in Wi-Fi details from his iPad that was already...
maxresdefault

Five Features Coming to AirPods Pro 3

Friday June 27, 2025 10:52 am PDT by
Apple hasn't updated the AirPods Pro since 2022, and the earbuds are due for a refresh. We're counting on a new model this year, and we've seen several hints of new AirPods tucked away in Apple's code. Rumors suggest that Apple has some exciting new features planned that will make it worthwhile to upgrade to the latest model. Subscribe to the MacRumors YouTube channel for more videos. Heal...
replay all time playlist apple music

Apple Music Debuts All-New Personalized Playlist

Monday June 30, 2025 7:16 am PDT by
As part of its 10-year celebrations of Apple Music, Apple today released an all-new personalized playlist that collates your entire listening history. The playlist, called "Replay All Time," expands on Apple Music's existing Replay features. Previously, users could only see their top songs for each individual calendar year that they've been subscribed to Apple Music, but now, Replay All...

Top Rated Comments

oneMadRssn Avatar
92 months ago
Retail selling products is dying. Almost all stores that sell "things" around my area have closed. The exceptions are stores that sell big things, expensive things, and perishable things, like furniture stores, art galleries, and groceries.

Instead, main street and malls are now full of services - hair and spa, banks, restaurants, escape the room type of activities, etc. These don't sell a thing, but rather sell a service that cannot be delivered over the internet.

I think the reason Apple has succeeded in retail is because they're stores primarily provide a service. Everytime I'm in an Apple store, 90% of the people there are for a genius appointment or a training of some kind. They buy accessories while there sometimes.
Score: 23 Votes (Like | Disagree)
6502 Avatar
92 months ago
Angela, you've done very well at Apple raking in millions while doing little more than maintaining the status quo that Ron Johnson established. How about you champion your AppleStore employees and pay them a decent livable wage?
Score: 15 Votes (Like | Disagree)
ThunderSkunk Avatar
92 months ago
Turning your retail space into a cultural hangout is what high-end bike shops traditionally do when they don't sell enough high margin/low volume product to make ends meet. Then 2 out of 3 run out of investment capital in a few years and go away, because ultimately you can't make the high cost of retail space pay for itself as a happytime PR exercise. All of that is running away from the problem. When people want to go somewhere to hang out, they go to parks and beaches and cafes. The era of Malls as popular temples of consumer culture ended 2 decades ago.

Fixing the problem means filling the store with products people want to see, touch, experience & desire. Make products that do that again, and fix the problem.
Score: 14 Votes (Like | Disagree)
Denmac1 Avatar
92 months ago
Sure, retail could die if you don't have anything new and exciting or of relevance to offer.
Score: 12 Votes (Like | Disagree)
BornAgainMac Avatar
92 months ago
She has to look like she is working so that she still has a job at Apple.
Score: 10 Votes (Like | Disagree)
avanpelt Avatar
92 months ago
I get what Angela's trying to do in terms of making the Apple Store a "destination", but I just don't see it being successful. Foot traffic at most malls is way down compared to five years ago. I don't see Apple being able to reverse that trend.

I live 15 minutes from one of the biggest malls in the Atlanta Metro area. Even though I'd say foot traffic is down at that mall, if I need to go to the Apple Store, I still have to park and then it takes five to ten minutes to walk to the Apple Store if I park at the closest entrance. There's no way I'm doing that to go have coffee and get an Apple training session when I can sit at home, drink my own coffee, put my feet up, and watch YouTube videos that will show me the same thing I'd learn at the Apple Store. I go to the Apple Store for one reason and one reason only: hardware repair that I can't do myself.
Score: 8 Votes (Like | Disagree)