Apple hires Burberry CEO to spruce up its retail operation

Cupertino's latest hire is an interesting one, especially when we think that about all those cool wearables that could one day take pride of place in Apple's online and physical stores. Angela Ahrendts, currently CEO of Burberry, has been recruited to fill a position that will be created just for her when she switches allegiances next spring -- as a senior VP reporting directly to Tim Cook and responsible for the "strategic direction, expansion and operation" of Apple's shopping experience. Ahrendts has already demonstrated that she can work with Apple, as Burberry helped to promote the launch of the iPhone 5s (shown above), so hopefully this union of fashion and technology will deliver better results than some others we've seen.

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Angela Ahrendts to Join Apple as Senior Vice President of Retail and Online Stores

CUPERTINO, California-October 14, 2013-Apple® today announced that Angela Ahrendts, CEO of Burberry, will be joining Apple in a newly created position, as a senior vice president and member of our executive team, reporting to CEO Tim Cook.

Ahrendts will have oversight of the strategic direction, expansion and operation of both Apple retail and online stores, which have redefined the shopping experience for hundreds of millions of customers around the world. Apple retail stores set the standard for customer service with innovative features like the Genius Bar®, Personal Setup and One to One personal training to help customers get the most out of their Apple products.

"I am thrilled that Angela will be joining our team," said Cook. "She shares our values and our focus on innovation, and she places the same strong emphasis as we do on the customer experience. She has shown herself to be an extraordinary leader throughout her career and has a proven track record."

"I am profoundly honored to join Apple in this newly created position next year, and very much look forward to working with the global teams to further enrich the consumer experience on and offline," said Ahrendts. "I have always admired the innovation and impact Apple products and services have on people's lives and hope in some small way I can help contribute to the company's continued success and leadership in changing the world."

Ahrendts will join Apple in the spring from Burberry, where she serves as CEO and has led the company through a period of outstanding global growth. Prior to Burberry, she was executive vice president at Liz Claiborne Inc., and earlier in her career she served as president of Donna Karan International.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.

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Apple hires Burberry CEO to spruce up its retail operation