Angela Ahrendts Has Big Plans for the Future of Apple Retail

Angela Ahrendts, the former CEO of Burberry, who officially joined Apple as head of retail earlier this month and made her way onto the company’s Executive Profiles page, is already reshaping the retail executive team, visiting stores, and holding calls with store managers, reflecting on her ‘big plans’ for the future of Apple retail. According to 9to5Mac, her three-part vision for the future of Apple retail includes “an emphasis on China, mobile payments, and completely revamping the end-to-end Apple Store sales experience”.


During her past three weeks at Apple, Ahrendts is said to have been working to reshape Apple’s retail leadership team to fit how she would like to run the critical online and retail store divisions. The report claims that she is looking to “re-architect the top retail brass to better fit with her vision for the future of Apple retail”. According to Apple employees with whom Ahrendts has shared her vision for the future of Apple retail, further growth in China is one of three critical pieces on which she would like to focus.

“Having the head of China retail work with Ahrendts directly will assist her with this goal. Ahrendts is said to believe that the tastes of Chinese consumers are critical across the globe, not only in China, and Apple needs to focus on making its stores and retail marketing initiatives friendly to that growing sector of the world. Apple currently has ten stores in China and plans to reach a store count of thirty in the region by 2016.

Ahrendts and new online stores VP Kupbens are seeking to improve mobile payments in Apple’s retail stores and mobile apps for both the online and in-person purchases. Her third critical focus for taking retail into the future is a planned revamp of the end-to-end Apple Store sales experience.”

Ahrendts, who was awarded restricted shares of AAPL worth over $68 million two weeks ago by Apple, is also said to be interested in improving Apple Store over-the-phone service, Personal Setup, and the iPhone trade-in program.

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  • xcalibur2572

    Is Ahrendts responsible for killing Apple sales at Canadian post secondary institution bookstores this year? Not everyone wants to purchase online or at a big box store. This move took a big piece of action from already struggling university computer stores.

  • Stacey White

    Plans look good but it is not a piece of cake, Angela should really be on toes all the time to keep the plans on the go.

  • Chrome262

    They still sell Macs at U of T, or is that just old stock? maybe it was a university decision?

  • Chrome262

    Yeah I think it can go either way most times, tough job, wouldn’t want to be in her shoes. With a growing number of the public just not visiting stores, I don’t see how she can turn that around, especially with her experience, where you don’t have to try on a mac.

  • xcalibur2572

    Nope, it’s definitely an Apple decision. So, UofT must be selling old stock for as long as Apple will permit them. Rumours are that the UofA Microstore will be closed down permanently due to the loss of the Apple contract. They were unexpectedly closed today!

  • Chrome262

    Maybe its a Apple decision for U of A. They told me that they keep getting new stock from Apple and they can order whatever I want. there is a link to their site.


  • xcalibur2572
  • Chrome262

    Maybe they have no clue at U of T, well the staff at least. In any event this could of been before her time, but its all about profit so they might just keep them closed.