Angela Ahrendts on Apple Retail Criticism: 'I Don't Read Any of it, and None of it is Based on Fact'

angela ahrendts heroFormer Apple retail chief Angela Ahrendts today did an interview with Bloomberg, where she spoke about her time at Apple.

The opportunity to take the Apple Store experience "to the next level" and have a greater impact on surrounding communities was one of the reasons why Ahrendts joined Apple. She also cited programs like Today at Apple, designed to "help reskill the current generation," as factors in her decision to work for the Cupertino company.

Ahrendts said that looking back at her tenure, the redesign introduced at Apple retail stores around the world was one of her major successes, as were the Today at Apple classes.

Just as I was saying, I think that we were able to redesign the stores, and there are incredible flagships in the pipeline for the next four years. But they're not even stores, we call them town squares or gathering places because the entire community is welcome. [...]

I think the other thing we were just talking about - the in store experience we call Today at Apple and the fact that we were able to completely redefine and redraft some of the roles and create new positions for the teams and create a whole new zone in the store where they could now educate and come up with all the Today at Apple programs.

When asked about criticism of the changes that Apple put in place in its retail stores, Ahrendts said that she doesn't pay any attention to it. "I don't read any of it, and none of it is based on fact," she said. "It's everyone trying to find stories."

She went on to say that when she left Apple, customer retention rates were at an all-time high and loyalty scores hit historic highs. "I know the facts," said Ahrendts.

Ahrendts said that she has no regrets and there's nothing that she would have changed about her work, though she did wish she had moved faster. "We did a lot in five years, but I always challenge myself to move faster and do more," she said.

All in all, Ahrendts called her time at Apple "mission accomplished" because the company was able to reach the goals of its 5-year plan.

We had a five year plan, we executed that five year plan, and there is a tremendous amount in the pipeline that will only continue to make the impact on the communities that we wanted to make.

Ahrendts left Apple in mid-April and has since joined the board of Airbnb. Her role has been taken over by Deirdre O'Brien, now Apple's Senior Vice President of Retail and People.

Ahrendts' full interview can be watched over on Bloomberg.

Top Rated Comments

Franco Borgo Avatar
50 months ago
how can she know if any of it is based of fact if she did read them :-)
Score: 133 Votes (Like | Disagree)
bcash97 Avatar
50 months ago
Does she think that all criticism is baseless? I personally felt very lost last time I visited an Apple store.
Score: 107 Votes (Like | Disagree)
Sneakz Avatar
50 months ago
Well clearly she reads some of it
Score: 98 Votes (Like | Disagree)
dwfaust Avatar
50 months ago
How can she say it's not based on fact if she hasn't read any of it? Wow. Mind blown.
Score: 79 Votes (Like | Disagree)
brenton289 Avatar
50 months ago
Sounds like Apple will be better off without her. It's that sort of attitude that has fed the current culture of Apple.
Score: 65 Votes (Like | Disagree)
iRalph Avatar
50 months ago
So if she didn’t read any of it how does she know it’s not based on facts ?
Score: 49 Votes (Like | Disagree)

Popular Stories

iOS 17 on Phone Feature

Gurman: iOS 17 to Provide Several 'Most Requested Features'

Sunday March 26, 2023 6:05 am PDT by
Apple changed the strategy for iOS 17 later in its development process to add several new features, suggesting that the update may be more significant than previously thought, Bloomberg's Mark Gurman reports. In January, Gurman said that iOS 17 could be a less significant update than iPhone updates in previous years due to the company's intense focus on its long-awaited mixed-reality...
dynamic island

iPhone 15 Dynamic Island to Include New Integrated Proximity Sensor

Friday March 24, 2023 12:27 am PDT by
This year, all iPhone 15 models will include Apple's Dynamic Island that unifies the pill and hole cutouts at the top of the display, but there will also be a material change to the feature that wasn't included in the iPhone 14 Pro models. According to a new tweet by Apple industry analyst Ming-Chi Kuo, the proximity sensor on the iPhone 15 series will be integrated inside the Dynamic Island ...
top stories 25mar2023

Top Stories: iPhone 15 Pro Design Leak, iOS 16.4 Coming Soon, and More

Saturday March 25, 2023 6:00 am PDT by
We're still almost six months away from the official unveiling of the iPhone 15 lineup, but it seems like every day we're learning more about what to expect from the next-generation models. Notably, this week gave us our clearest look yet at what appear to be some changes for the volume and mute control hardware. iOS 16.4 and associated releases are also right around the corner with some new ...
Hero0009

Best Apple Deals of the Week: Samsung's Smart Monitor M8 Gets Massive $250 Discount, Along With Year's Best AirPods Prices

Friday March 24, 2023 10:23 am PDT by
We saw a lot of great deals on Apple products and related accessories this week, including Samsung's iMac-like Smart Monitor M8 for $250 off, a 30 percent off spring sale at Anker, and the year's best prices on numerous AirPods models. All of these deals are still available to purchase right now, so we're recapping them and more below. Note: MacRumors is an affiliate partner with some of these ...
Steve Jobs Theater dusk

Apple Reportedly Demoed Mixed-Reality Headset to Executives in the Steve Jobs Theater Last Week

Sunday March 26, 2023 5:53 am PDT by
Apple showcased its mixed-reality headset to the company's top 100 executives in the Steve Jobs Theater last week, according to Bloomberg's Mark Gurman. In the latest edition of his "Power On" newsletter, Gurman explained that the "momentous gathering" is a "key milestone" ahead of the headset's public announcement planned for June. The event was intended to rally Apple's top members of...
apple mixed reality headset concept by david lewis and marcus kane

Some Apple Employees Seriously Concerned About Mixed-Reality Headset as Announcement Draws Closer

Sunday March 26, 2023 8:25 am PDT by
Some Apple employees are concerned about the usefulness and price point of the company's upcoming mixed-reality headset, The New York Times reports. Apple headset concept by David Lewis and Marcus Kane Initial enthusiasm around the device at the company has apparently become skepticism, according to eight current and former Apple employees speaking to The New York Times. The change of tone...
iphone 14 pro max deep purple feature purple

iPhone 15 Pro Rumor Recap: 10 New Features and Changes to Expect

Thursday March 23, 2023 6:42 am PDT by
While the iPhone 15 series is still around six months away from launching, there have already been plenty of rumors about the devices. Many new features and changes have been rumored for the iPhone 15 Pro and iPhone 15 Pro Max in particular. Below, we have recapped 10 changes rumored for iPhone 15 Pro models that are not expected to be available on the standard iPhone 15 and iPhone 15 Plus:A1...
iOS 16

iOS 16.4 Will Add These 8 New Features to Your iPhone

Sunday March 26, 2023 8:06 am PDT by
Following nearly six weeks of beta testing, iOS 16.4 is expected to be released to the public as soon as this week. The software update includes a handful of new features and changes for the iPhone 8 and newer. To install an iOS update, open the Settings app on the iPhone, tap General → Software Update, and follow the on-screen instructions. Below, we have recapped eight new features and...