In a nod to its standing as the high-end, stylish brand in the tech world, Apple has brought Burberry CEO Angela Ahrendts on board as Senior Vice President of Retail and Online Stores. Ahrendts, who is the first to take up such a position in Apple, will be starting work next spring, and will be reporting directly to Apple CEO Tim Cook.
“I am thrilled that Angela will be joining our team, she shares our values and our focus on innovation, and she places the same strong emphasis as we do on the customer experience,” said Cook in a statement. “She has shown herself to be an extraordinary leader throughout her career and has a proven track record.”
Apple describes Ahrendts’ future role as “the strategic direction, expansion and operation” of Apple retail in general, with both physical and online stores taken into account. This is a quick-fire response to eyebrows raised at the statistics of Apple’s lackluster performance in Q3 of this year.
“I am profoundly honored to join Apple is 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 in a statement. “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 was CEO of London-based Burberry from 2006, and previously worked with fashion brands Liz Claiborne and Donna Karan. The American businesswoman was reported to be the highest paid female CEO in the UK in 2012.