After being on the job for approximately a month and a half, new Apple Senior VP of Retail and Online Stores Angela Ahrendts has sent her first memo to Apple Retail employees. In the memo, Ahrendts discusses Apple’s culture, her visits to stores thus far, and her plans for the future.
“I have spent most of my time getting to know and understand the many functions and teams in Cupertino, along with our short and long term initiatives. I was thrilled to meet many of you at stores in San Francisco and London this month, and I’m looking forward to Tokyo and the Omotesando opening,” Ahrendts said. “Every couple of weeks, we will be visiting stores across the world to see and learn what we do best and hear your thoughts about opportunities ahead,” she added.
We previously profiled Ahrendts plans for transforming Apple retail with a new end-to-end sales experience, mobile payment initiatives, and an increased emphasis on the Chinese consumer. Today’s memo from Ahrendts to employees reiterates many of these points…
“Looking forward to the future, I feel our greatest opportunity will be continuing to focus on and evolve the consumer journey online and in our stores. Although technology is rapidly changing how customers shop, they will still want to feel surprised and delighted by the personalized Apple experience we provide at every turn,” Ahrendts wrote. “That’s what makes us unique. Keeping the customer experience as simple as any other Apple product will also be critical as we expand into new markets, integrate our platforms, and develop new technologies,” she added.
Ahrendts began her work at Apple on May 1st after serving for many years as the CEO of Burberry. She replaces former Apple retail chief John Browett and brings with her an understanding of the Apple culture that many Apple retail employees are already appreciating. As one Apple retail director recently said, “she is so Apple.” You can read Ahrendts’ full memo to Apple retail staff, sent to us by a source, below: