Angela Ahrendts


'Angela Ahrendts' Articles

Angela Ahrendts Says Apple Store Employee Retention Rate Rose to Historic High of Nearly 89% During Her Tenure

On a recent episode of the RBC Disruptors podcast with host John Stackhouse, Apple's former retail chief Angela Ahrendts revealed that Apple's retail employee retention rate rose from 61 percent to a "historic high" of "nearly 89 percent" during her five-year tenure at the company. Ahrendts, left, with YouTube star iJustine "I don't feel that Apple retail is facing near the headwinds that maybe a lot of other retailers are because we've spent the last five years almost changing and evolving, and refocusing if you will," added Ahrendts, citing strong retention rates, redesigned stores, improved communication tools, and more. Of course, with Apple being one of the world's largest companies, Ahrendts admitted that "there's a challenge a day." "I think when you run a business that big and that global, and nearly 70,000 employees when I left, there's a challenge a day. I think that if it is a challenge, it's your job to fix the challenge. So when I came in, there were a lot of systems that weren't connected, there wasn't a way to communicate." Under Ahrendts, Apple introduced new communication tools for its retail employees, including a "Hello" app that provides a daily summary of "need to know" information and a "Loop" app that allows retail employees to share useful tips and tricks amongst each other to help do their jobs better. Ahrendts also reflected on being recruited by Apple CEO Tim Cook, her early days at Apple, her vision of the retail industry as a whole, and much more. The full interview can be listened to on SoundCloud or Apple Podcasts. Ahrendts

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

Former 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

Apple's Former Retail Chief Angela Ahrendts Named to Airbnb's Board of Directors

Apple's former retail chief Angela Ahrendts, who left the company last month after five years, has joined Airbnb's board of directors. In May 2018, Airbnb CEO Brian Chesky said that he planned to appoint at least one woman to the company's board, according to CNN. Ahrendts will be the second woman to join Airbnb's board after Ann Mather of Pixar and Disney last August. "Angela has a reputation for pushing brands to dream big, and she told me that's exactly what she hopes to bring to Airbnb's Board," said Chesky. Ahrendts reflected on her time at Apple in February:The last five years have been the most stimulating, challenging and fulfilling of my career. Through the teams' collective efforts, Retail has never been stronger or better positioned to make an even greater contribution for Apple. I feel there is no better time to pass the baton to Deirdre, one of Apple's strongest executives. I look forward to watching how this amazing team, under her leadership, will continue to change the world one person and one community at a time.Here's what Apple CEO Tim Cook had to say:I want to thank Angela for inspiring and energizing our teams over the past five years. She has been a positive, transformative force, both for Apple's stores and the communities they serve. We all wish her the very best as she begins a new chapter.Prior to joining Apple in 2014, Ahrendts was the CEO of famous fashion company Burberry, and before that, she held positions at Liz Claiborne and Donna Karan. Ahrendts joined Apple at a time when Apple was experimenting with luxury products, such as

Angela Ahrendts Shares Lessons She Learned While Working at Apple

Former Apple retail chief Angela Ahrendts left the company last month, and ahead of her departure, she sat down to share her thoughts on her experiences at Apple on LinkedIn's Hello Monday podcast. Apple hired Ahrendts in in 2014, after Apple CEO Tim Cook listened to her April 2013 TED talk on "the positive and transformative power of human energy." Cook told her after that moment that he knew she was "supposed to be [at Apple]," which was the "pivotal moment" in her decision to leave her role as Burberry CEO and join Apple's executive team. "He was so calm, and so deep and just the way that he said it..." she said. "I'd never had that in interaction with another person." Switching careers and leaving fashion for a tech company made her "incredibly insecure," and she says she spent first six months at Apple "fairly silent" because she wanted to listen to get her bearings and gain confidence in her role.Get in your lane, bring your gifts to the table, right? They don't expect you to learn - you're used to being the CEO in an industry that you grew up in for 30 some odd years. You're used to knowing everything. And now you go in at a senior level and you know nothing but no, wait a minute: You know what you do. [Apple] was a titanic retail business at that point, with 55,000 employees all over the world. And so, okay, maybe I'm here because I'm a leader and maybe I'm here because I'm a brand builder. I wouldn't go as far as say visionary, but I thrive on looking out two or three years and feeling what's coming and warning everybody and uniting everybody around a

Angela Ahrendts Officially Leaving Apple Today

As noted in a regulatory filing from February, Apple's retail chief Angela Ahrendts is leaving the company today, with April 15 marking her last day at Apple. Apple in early February announced that Ahrendts' role as Apple's head of retail would be ending, with Deirdre O'Brien taking over. Deirdre O'Brien was formerly Apple's vice president of people, but her title is now Senior Vice President of Retail and People as she is maintaining her current responsibilities while also overseeing Apple's retail initiatives. Over the weekend, Apple removed Ahrendts' profile from its Apple Leadership page in preparation for her departure. According to Apple, Ahrendts is leaving the company for "new personal and professional pursuits," though it is not clear where she plans to go after leaving Apple. Apple did not give deeper detail on the reason for her departure, but she is departing amid a significant drop in iPhone sales in China and some other emerging markets. Ahrendts has been the head of Apple retail since she joined the company in 2014, and she has overseen the launch of the redesigned Apple Stores and customer experiences that have been rolling out across the world over the course of the last several years. Under Ahrendts' leadership, Apple ditched the Genius Bar and instead adopted the more casual Genius Grove, cut down on third-party accessory sales, and turned its retail stores into gathering hubs with Today at Apple classes, artist performances, and more. Prior to working at Apple, Ahrendts was the CEO of famous fashion company Burberry, and before that,

Apple's Recent Leadership Changes Suggest Transition From iPhone Reliance to Focus on Services

A new report out today by The Wall Street Journal takes a look at the recent shake ups to Apple leadership, and how the changes could be an indicator that the company is transitioning from relying on iPhone sales to prioritizing its services business and other divisions. Newly appointed executive John Giannandrea also heads Siri development Specifically, the report claims that recent hires, departures, promotions, and restructurings have led to several projects being put on hold while the new managers reassess priorities. This has left many existing Apple employees "rattled" as they have become unaccustomed to such frequent changes in leadership prior to the shake up at the company. The primary reasons for the shifts vary by division. But collectively, they reflect Apple’s efforts to transition from an iPhone-driven company into one where growth flows from services and potentially transformative technologies. These changes include the promotion of John Giannandrea to senior vice president, from a machine learning and AI role. After his promotion, Giannandrea decided to move Bill Stasior, head of ‌Siri‌, to a lower role at the company. In terms of high-profile departures, retail chief Angela Ahrendts recently left Apple after spending five years with the company. These three major changes happened within the past two-and-a-half months. Along with the staffing updates, Apple has trimmed around 200 employees from its autonomous vehicle project, and continues to redirect much of its engineering resources into its streaming TV service ahead of the planned 2019 launch.

Angela Ahrendts Departing Apple in April, Deirdre O'Brien to Oversee Retail and People

Apple's retail chief, Angela Ahrendts is set to leave Apple in April after spending five years at the company, Apple announced today. Deirdre O'Brien, Apple's current "Vice President of People," is set to take Ahrendts' place. O'Brien will be taking on new responsibilities for Apple's retail and online stores in her expanded role as Senior Vice President of Retail and People, reporting directly to Apple CEO Tim Cook. That's not quite the same role that Ahrendts currently holds as Apple's Senior Vice President of Retail. O'Brien will focus on the connection between the customer and the people, and the processes that serve them. In her new role as retail leader, she will also lead the People team and will oversee all People-related functions, including talent development and Apple University, recruiting, employee relations and experience, business partnership, benefits, compensation, and inclusion and diversity. "At Apple, we believe our soul is our people, and Deirdre understands the qualities and strengths of our team better than anyone," said ‌Tim Cook‌, Apple's CEO. "For more than three decades, she has helped keep Apple focused on serving customers and enriching lives. She's an exceptional leader and she's been a vital partner to our retail teams around the world since the very beginning. I am thrilled to work alongside Deirdre in her new role, and I know our 70,000 retail employees will be, too." In a statement, O'Brien said that she is looking forward to working with Apple's retail teams moving forward. "People come to Apple to do the best work of their

Angela Ahrendts Discusses Apple's Experiential Retail Strategy in New Interview

In a new interview with Vogue Business this week, Apple retail chief Angela Ahrendts has talked about Apple's approach to "experiential" retail. Namely, Ahrendts discussed Apple's ongoing expansion of Today at Apple sessions, which transform the company's retail stores into communal spaces for classes, how-to sessions, photo tours, and more. The interview took place near Carnegie Library in Washington, D.C., where Apple's next major retail store will open soon. Ahrendts explained that the location will become a community hub for the area, including field trips for local schools and off-site walking tours of the nearby sites in Washington, D.C., teaching attendees how to capture the best photos on iPhone or sketch landmarks on iPad. Ahrendts remarked that Apple's goal is to continue the vision for retail that began with Apple co-founder Steve Jobs. “Steve told the teams when he opened retail 18 years ago, ‘Your job is not to sell, your job is to enrich their lives and always through the lens of education.’” “I think as humans we still need gathering places,” Ahrendts says. “And when you are serving digital natives, the thing they long for more than anything is human connection. Eye contact.” To manage an employee network of 70,000 people, each retail worker starts their day using an app called Hello, including briefings on important matters for the day with videos from Ahrendts and her team. There's also a partner app, Loop, that acts as an internal social network for staff members. The retail chief said this internal communication between Apple and its

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). Thank you to the creative community who joined us at #CannesLions today to hear about #TodayatApple and how our retail experience inspires learning, unlocks creativity and encourages human connection. pic.twitter.com/64i4NL9SeY— Angela Ahrendts (@AngelaAhrendts) June 20, 2018 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

Angela Ahrendts Announces New App Prototyping 'Today at Apple' Sessions Coming Later in June

Senior vice president of Apple Retail, Angela Ahrendts, today tweeted out an announcement for a new "Today at Apple" session focused on app prototyping for aspiring developers. News of the session arrives as Apple's annual Worldwide Developers Conference comes to an end today, after first kicking off with a keynote in San Jose, California on Monday. Ahrendts describes the new program as a way to help app makers get started with prototyping, which she describes as "one of the most important steps of the design process." The session itself is based on a popular talk from WWDC, and events for the prototyping lessons will begin at Apple retail locations later in June. We’re launching a new #TodayatApple session to help aspiring app makers get started with one of the most important steps of the design process — prototyping. The session is based on a popular #WWDC talk. Sessions start later this month https://t.co/NMAVfZrdT3— Angela Ahrendts (@AngelaAhrendts) June 8, 2018 Ahrendts has spearheaded Today at Apple sessions since the program expanded globally in May 2017, after originally beginning at Apple's flagship store in Union Square in San Francisco. Today at Apple offers free sessions to teach skills in photography, videography, music, coding, art, and design, all using Apple products like iPad and Mac. You can find Today at Apple sessions near you by visiting the company's website, although it appears to be too early for the new prototyping sessions to be listed.

Apple's Angela Ahrendts to Join Ralph Lauren Board of Directors This August

The Ralph Lauren Corporation today announced that it intends to add Angela Ahrendts to the company's Board of Directors this August. Along with Ahrendts, Qurate Retail CEO Michael George will be added to the board, bringing the number of directors to 13. Ahrendts joined Apple as the Senior Vice President of Retail in May 2014, where she now spearheads the company's retail strategy, contributes to real estate and development areas, and oversees the operation of Apple's physical stores around the world. Prior to joining Apple, she was CEO of Burberry, Executive Vice President at Liz Claiborne, and President of Donna Karan International. In joining Ralph Lauren's board, Lauren himself said one of the reasons the company chose Ahrendts was due to her "deep expertise in luxury retail." “I am delighted to welcome Angela and Mike to the Board of Directors,” said Mr. Ralph Lauren, Executive Chairman and Chief Creative Officer. “Angela is an industry leader and innovator with deep expertise in luxury retail and an outstanding track record of growing global brands. Mike brings invaluable experience as a senior leader and board member, helping companies drive consumer engagement and growth. Their counsel will be incredibly valuable as we continue to build the future for our iconic brand.” Ms. Ahrendts said, “I have admired Ralph and been inspired by his pure global lifestyle vision for many years. It is an honor to join this Board as he and Patrice continue to evolve and expand his incredible aesthetic.” Last September, Ahrendts climbed to the 13th spot on Fortune's

Angela Ahrendts' Makeover of Apple Retail Outlined in New Profile

A new profile of Apple retail chief Angela Ahrendts has been posted today by BuzzFeed News, providing a look into Ahrendts' move from Burberry, the inspiration for her approach to retail from late Apple CEO Steve Jobs, and her partnership with Apple design chief Jony Ive. Ahrendts has been in the spotlight lately following her presentation during the iPhone X keynote event in September, where she explained Apple's new retail initiative, Today at Apple, and provided a sneak peek into upcoming locations around the world. Ahrendts said that her approach to the new retail strategy began with an inspiration from Steve Jobs, comparing the brick-and-mortar locations as the retail team's "hardware" and the inner workings of the store -- like Today at Apple programs -- as the "software." Image captured by Hoss Ghertassi via BuzzFeed News Ahrendts’s approach to retail harkens back to the late founder Steve Jobs’ insistence on building “the whole widget” — in other words, constructing the look and feel of a device, as well as making the operating system and the processor that runs it, in order to fully optimize — and control — the entire user experience. “This is our hardware,” she said, pointing to the Indianapolis store’s glass doors and indoor ficuses. ”Then you say, ‘What’s the software of the store? How do we turn it on?’ Because this unto itself is magnificent, but it's not just what it is, it's what it does,” referring to the new Today at Apple program, under which locations host events like photography workshops and coding classes. Ahrendts has tweaked parts of

Angela Ahrendts Says Apple Won't Try to Upsell Customers to iPhone X

Apple Store employees won't try to upsell customers to the iPhone X, according to Apple's retail chief Angela Ahrendts. Ahrendts, who is in Chicago today for the grand opening of Apple's new Michigan Avenue store, told CNBC that Apple recognizes each customer has different needs that may not require purchasing the most expensive iPhone model."Internally we said the tagline was 'an iPhone for everyone,'" she said. "I prefer that we ask you who you're buying it for. If they're 6 or 7 years old, what do they need? If it's someone who's leaning into something else, what do they need? We do that with Mac, we do that with iPad, why wouldn't we do that with [the] phone?"iPhone X starts at $999 in the United States with 64GB of storage, while a 256GB model is available for $1,149. By comparison, the iPhone 8 and iPhone 8 Plus start at $699 and $799 respectively. Ming-Chi Kuo, a reputable Apple analyst at KGI Securities, recently said only 2-3 million iPhone X units will be available to purchase when the device launches. Pre-orders begin October 27 at 12:01 a.m. Pacific Time. Related: iPhone X vs. iPhone 8 vs. iPhone 8 Plus

Here's a Behind-the-Scenes Look at Apple's Pre-Order 'War Room'

BuzzFeed News has put together a video of how Apple prepares for an iPhone launch day around the world. When iPhone 8, Apple Watch Series 3, and Apple TV 4K pre-orders began at 12:01 a.m. Pacific Time last Friday, dozens of Apple engineers were assembled in a so-called "war room" to ensure the process went smoothly. For around three hours, these engineers sat in front of at least 10 TVs forming a larger display, which appears to show the system status of pre-orders in launch countries. One engineer had a map of the world open on his iMac. "Over half of the orders that night will come in through the Apple Store app," said Apple's retail chief Angela Ahrendts. "We turn the whole world on at once. I think you saw the map with everything lighting up all over the world." BuzzFeed reporter Nicole Nguyen then visited UPS's Worldport shipping facility in Louisville, Kentucky, a major hub for Apple products. Nguyen said the volume of Apple products is so large that UPS has to set aside time to sort just those deliveries. Apple's launch day haul took up an entire large room, and the products later traveled along miles of conveyor belts. UPS delivers some of the orders to Apple retail stores, while others arrive directly at customers' doorsteps. Apple retail stores usually attract long queues of customers on launch days, but the crowds have been smaller for today's iPhone 8 and iPhone 8 Plus launch. Many customers are likely waiting for the iPhone X, which launches November

Angela Ahrendts Climbs to Thirteenth Spot in Fortune's 'Most Powerful Women' List for 2017

Apple's senior vice president of retail stores, Angela Ahrendts, has climbed to grab the 13th spot on Fortune's "Most Powerful Women" list for 2017. In 2015 Ahrendts took the 16th spot, and in 2016 she rose to the 14th spot. The top 5 women on the list this year are Sheryl Sandberg (Facebook COO, #5), Abigail Johnson (Fidelity Investments CEO, #4), Marillyn Hewson (Lockheed Martin President and CEO, #3), Indra Nooyi (PepsiCo CEO, #2), and Mary Barra (General Motors CEO, #1). Fortune's list includes a brief summary of Ahrendts' latest accomplishments at Apple: Since being persuaded by Tim Cook to join Apple in 2014 (she previously led British fashion brand Burberry), Ahrendts has been heads down on the tech behemoth’s largest store redesign in 15 years. In May the company launched its long-awaited “Today at Apple” initiative, which seeks to supplement public education through free courses on everything from coding to music production to photography. Apple’s highest-ranking woman, she oversees 60,000 retail employees and is responsible for the in-store experiences of a more than a million daily customers. Research firm eMarketer estimates that the combined revenue from in-store and online sales is nearly $50 billion. Ahrendts was the second executive after Cook—and the only woman—to take the stage at September’s keynote, where she spoke at length about Apple’s “town squares”—the new moniker for its retail stores. Ahrendts joined Apple from Burberry in the spring of 2014, when she said she'd bring a personal touch to Apple's retail management. Three years later she

Apple's Retail Chief Angela Ahrendts and Top Lawyer Bruce Sewell Each Sell Over $10 Million in Stock

Apple's retail chief Angela Ahrendts and top lawyer Bruce Sewell each sold over $10 million in company stock over the past week, according to a pair of disclosures with the Securities and Exchange Commission. Pursuant to her trading plan adopted in February, Ahrendts sold 75,000 shares of Apple stock between May 4 and May 8, netting nearly $11.1 million based on the weighted average sale price of the five transactions. Ahrendts still owns 103,116 shares in Apple following the sale, worth nearly $16 million. Sewell sold 67,500 shares of Apple stock in multiple transactions on May 5, netting just over $10 million based on the weighted average sale price. Sewell still owns 141,325 shares in Apple following the sale, worth nearly $22 million. Ahrendts has served as Apple's Senior Vice President of Retail since 2014, overseeing the company's physical and online storefronts. Under her leadership, Apple has been renovating several of its stores, partly in an effort to turn them into community gathering places rather than just sales floors. Sewell has served as Apple's General Counsel since 2009, overseeing all legal matters, including corporate governance, intellectual property, litigation and securities compliance, global security, and privacy. He came into the spotlight last year twice during separate battles with the FBI and Spotify.

'Today at Apple' Sessions About Art, Music, and Coding Expanding to Every Apple Store in May

Apple today announced that it will be expanding its "Today at Apple" educational sessions to all of its 495 retail stores around the world in May. "Today at Apple" will offer programs with more than 60 different hands-on sessions in creative skills. The free sessions, which have been offered at Apple's flagship Union Square store in San Francisco since last year, will cover topics such as photography, videography, music, coding, art, and design.“At the heart of every Apple Store is the desire to educate and inspire the communities we serve,” said Angela Ahrendts, Apple’s senior vice president, Retail. “‘Today at Apple’ is one of the ways we’re evolving our experience to better serve local customers and entrepreneurs. We’re creating a modern-day town square, where everyone is welcome in a space where the best of Apple comes together to connect with one another, discover a new passion, or take their skill to the next level. We think it will be a fun and enlightening experience for everyone who joins.”Many sessions will be taught by highly-trained Creative Pros, which Apple describes as the "liberal arts equivalent" to its technical Geniuses. In select cities, Apple says world-class artists, photographers, and musicians will also teach sessions from "basics and how-to lessons" to "professional-level programs." "Today at Apple" will cater to all skill levels and ages, with special programs such as Teacher Tuesday and Kids Hour targeted towards families and educators respectively. Other sessions will focus on professional software such as Final Cut Pro X and Logic Pro

Angela Ahrendts Talks Concepts Behind Next-Generation Apple Stores at Most Powerful Women Summit

Angela Ahrendts, Apple's Senior Vice President of Retail, was the opening speaker for Fortune's annual Most Powerful Women Summit, speaking a little about the next-generation Apple retail stores, her vision for Apple's physical presence and more. Ahrendts started the evening by talking about her background and how Apple CEO Tim Cook recruited her, mentioning that she originally tried to convince Cook she wasn't right for the job. Ahrendts said that her big pitch for Apple was to integrate Apple's retail and online stores and turn the company's physical prescence into a bigger part of the communities they operate it. Cook, much to her surprise, loved the idea. She said that she believes that "the bigger the company, the bigger the obligation" of that company to do something other than rake in profits. One of the things on her agenda was education, so Ahrendts planned on a next-generation of Apple retail stores that could function as something more than retail stores. The new next-generation store designs are the culmination of that vision, featuring a town square concept that's focused less on selling things and more on enriching lives. She notes that the retail side of the company tries to hire candidates based on their empathy and compassion so that they can enrich lives rather than salesmanship. For instance, Apple wants to teach kids things they can't learn in school, which is why the retail stores will start hosting Swift programming lessons for kids, teachers, and parents. The lessons, which are currently available for teachers at Apple Union Square in

Angela Ahrendts is Now Simply Senior Vice President of Retail as Apple Drops 'Online Stores' From Her Title

Apple updated its leadership page this weekend to reflect a minor change to Angela Ahrendts' title, which has been simplified to "Senior Vice President, Retail" as "Online Stores" has been dropped. Ahrendts remains responsible for "strategy, real estate and development, and operations" of both Apple's physical stores and online storefront, according to her slightly updated bio.Angela Ahrendts is Apple’s Senior Vice President of Retail, reporting to CEO Tim Cook. Angela is responsible for strategy, real estate & development, and operations of Apple’s physical stores, Apple’s online store and contact centers. Since joining Apple in 2014, Angela has integrated Apple’s physical and digital retail businesses to create a seamless customer experience for over a billion visitors per year with the goal of educating, inspiring, entertaining and enriching communities. Apple employees set the standard for customer service in stores and online, delivering support from highly trained Geniuses and expert advice from Creative Pros to help customers get the most out of their Apple products.The title change is likely in line with Apple's simplified retail branding, including dropping the "Store" moniker when referring to its retail locations by name. Apple has also been attempting to converge its physical and online retail experiences over the past few years, and Ahrendts' new title reflects those

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

Angela 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