Apple retail chief Angela Ahrendts issues first memo to retail employees

Angela Ahrendts

Apple Senior Vice President of Retail and Online Stores Andrea Ahrendts has issued her first internal memo to retail employees, just six weeks after leaving her post as chief executive of the Burberry luxury fashion brand. The memo, which was obtained by the well-connected blogger Mark Gurman, is a positive one in which Ahrendts expresses her appreciation for the warm welcome at Apple at both the corporate and retail store level. 


Thank you so much for an amazing first month, all your emails, and your kind words of support. I sincerely appreciate the warm welcome and all of your insights and perspectives, which have helped me quickly understand and genuinely admire Apple’s unique culture.

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. 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.

Looking 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. 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.

Again, thank you very much for all of your kind words of support. I am honored to be working at Apple and thrilled to be working with you. I know together we can continue to enrich lives and communities.

Thank you and see you very soon.”

Ahrendts also talks about the various trips to Apple Stores that she has made so far, including in San Francisco and London. In the near future, she is likely to visit Tokyo and Omotesando for two additional openings. The retail chief adds that she is delighted with Apple’s personalized experience that it provides at the retail level, which she thinks is critical as the company expands into new markets.

It would appear that Ahrendts fits very well among Apple’s leadership group. The retail chief has big plans for Apple, including a focus on expansion into China and mobile payments. Apple’s head retail position had been temporarily filled by Tim Cook after the dismissal of John Browett in October 2012. Apple is looking to return the stability to its retail division that it had under former chief Ron Johnson.

What do you think of Angela Ahrendts?

[via 9to5Mac]