During her five years at the company, Ahrendts, former CEO of Burberry, led major changes to Apple’s retail division, emphasizing the brand’s luxury nature. The departure comes as Apple attempts to reverse a slide in iPhone sales, particularly its higher-end iPhone X and XR models. (Reuters)
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During her five years at the company, Ahrendts, former CEO of Burberry, led major changes to Apple’s retail division, emphasizing the brand’s luxury nature. The departure comes as Apple attempts to reverse a slide in iPhone sales, particularly its higher-end iPhone X and XR models. (Reuters)
Talking point: Apple executives typically stick around for a long time. For example, services chief Eddy Cue, COO Jeff Williams and marketing chief Phil Schiller have all been with Apple for more than 20 years. Ahrendts’s replacement is human resources chief Deirdre O’Brien. Apple is facing increasing competition from lower-cost phone-makers like Huawei and Transsion. For example, Transsion took 58.2 per cent of Africa’s market in the third quarter of 2018. In a note about Ahrendts’s departure, CEO Tim Cook said the company will be focusing on finding new ways to forge deeper relationships with its customers. That’s code for more focus on services such as App Store purchases, Apple News, AppleCare and Apple Pay.
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