Watch this four-minute video, and you’ll understand exactly why Tim Cook hired former Burberry CEO Angela Ahrendts to head up Apple’s retail operations – and it’s not because of all the iDevices that appear in it (though the love-clutching of her iPhone doesn’t hurt).

In the video, a promo for Burberry’s partnership with Salesforce, she maps out her vision of the stores of the future, “blurring the lines between physical and digital.”

Ahrendts talks of the store of the future making you “feel like you’re walking into the website,” of mobile-first and using innovations like chip-enabled products and “magical trays” to play video content as you pick up a product. Today’s customers, she says, “speak social” and the onus is on retailers to “change everything” to deliver “the ultimate in customer service.”

Swap the clothing and accessories for technology, and it’s a video that could have been made for Apple. Apple may have gotten it horribly wrong with her predecessor, but this time it’s not hard to see why Cook described Ahrendts as “the best person in the world for this role.”

Via Fortune

FTC: We use income earning auto affiliate links. More.

Check out 9to5Mac on YouTube for more Apple news:

You’re reading 9to5Mac — experts who break news about Apple and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Mac on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel

About the Author

Ben Lovejoy

Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!

Ben Lovejoy's favorite gear