Apple announced its latest addition to the executive team, Angela Ahrendts, a former CEO for Burberry.
Ms Ahrendts will be reporting to CEO Tim Cook as she oversees the strategic direction, expansion and operation of both Apple retails and online stores.
"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. She has shown herself to be an extraordinary leader throughout her career and has a proven track record," Mr Cook stated.
"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. 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," Ms Ahrendts said.
Back in her tenure as CEO for Burberry, she was admired for tripling the company's sale and share price in a rapid succession. Before Ms Ahrendts' term as CEO, Burberry was suffering from brand exposure - a total turn off for its target clientele.
Ms Ahrendts, however, revamps Burberry through introducing more classy and low key designs which attracts the most sophisticated clients back to Burberry again.
Interestingly, Ms Ahrendts had long been admiring Apple's company strategy even when she was still with Burberry. In fact, in a 2010 WSJ Magazine interview, she said she was not comparing Burberry to competitors Gucci and Channel.
"If I look to any company as a model, it's Apple. They're a brilliant design company working to create a lifestyle, and that's the way I see us."
Before her stint with Burberry, she was executive vice president at Liz Claiborne Inc. and in the early years of her creative career, had served as the president of Donna Karan International.
Her experience in sales and retail stores were honed through her personal handling of Burberry-owned stores as compared to simply managing sales from department stores.
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