Angela Ahrendts was swayed to Apple retail by instant personal connection with Tim Cook
Former Burberry CEO Angela Ahrendts chose to leave the British fashion house for Apple largely because of the opportunity to work with Tim Cook, she hinted in a recent interview, choosing to serve alongside the Apple chief executive as he reshapes the company.
"I did not expect to be moved by the man, and I left and I thought, 'Ohhhhh! My life was perfect,'" Ahrendts told Fortune's Adam Lashinsky, recalling her first meeting with Cook. "Aaargh, why, why, why?"
Ahrendts praised Cook's integrity and personal values, saying that "[nothing will] take him off of always doing the right thing. Not just for Apple, but for Apple's people, for communities, for countries. The world needs more leaders like Tim."
Since joining Apple just under one year ago, Ahrendts has kept a relatively lower profile than many of her peers on the company's senior leadership team. Cook and design czar Jony Ive have been the subject of numerous features, while environmental chief Lisa Jackson and software and services bosses Craig Federighi and Eddy Cue are routinely seen in the press and at industry events.
This has been a conscious shift from the famously opaque practices at Apple under late cofounder Steve Jobs.
"My objective is to raise the public profile of several of the folks on the executive team, and others as well," Cook said separately. "Because I think that's good for Apple at the end of the day."
"A true coach is happy with his star players getting media time," former Apple and BeOS executive Jean-Louis Gass?e added. "Tim Cook is a true impresario who takes care of his prime donne. As long as the box office is good, the impresario will do that."
While many assumed Ahrendts was primarily recruited for her expertise in fashion, given Apple's move in that direction with the Watch, she said that Cook's focus was first and foremost on the future of retail itself.
"We talked about the future of retail [at her first meeting with Cook], about where is retail going and what is Apple's role in that. We talked much more about the future. We didn't talk a lot about fashion."
According to Cook, Ahrendts has not suffered from the same culture shock that her axed predecessor, John Browett, did upon joining Apple.
Browett's failure was "a reminder to me of the critical importance of cultural fit, and that it takes some time to learn that," Cook said. "Because you want to push the people who are doing great. And you want to either develop the people who are not or, in a worst case, they need to be somewhere else," he added.
Cook believes Ahrendts is "a perfect culture fit. Within a week, it felt like she'd been there a year. And now it feels like she's been there multiple years. When you start to finish each other's sentences, this is a good thing."
"I did not expect to be moved by the man, and I left and I thought, 'Ohhhhh! My life was perfect,'" Ahrendts told Fortune's Adam Lashinsky, recalling her first meeting with Cook. "Aaargh, why, why, why?"
Ahrendts praised Cook's integrity and personal values, saying that "[nothing will] take him off of always doing the right thing. Not just for Apple, but for Apple's people, for communities, for countries. The world needs more leaders like Tim."
Since joining Apple just under one year ago, Ahrendts has kept a relatively lower profile than many of her peers on the company's senior leadership team. Cook and design czar Jony Ive have been the subject of numerous features, while environmental chief Lisa Jackson and software and services bosses Craig Federighi and Eddy Cue are routinely seen in the press and at industry events.
This has been a conscious shift from the famously opaque practices at Apple under late cofounder Steve Jobs.
"My objective is to raise the public profile of several of the folks on the executive team, and others as well," Cook said separately. "Because I think that's good for Apple at the end of the day."
"Steve's whole raison d'etre just enriched and changed people's lives. Then Tim's added a whole other level, which is: Apple has gotten so big that it is our responsibility to leave it better than we found it." -- Angela Ahrendts
"A true coach is happy with his star players getting media time," former Apple and BeOS executive Jean-Louis Gass?e added. "Tim Cook is a true impresario who takes care of his prime donne. As long as the box office is good, the impresario will do that."
While many assumed Ahrendts was primarily recruited for her expertise in fashion, given Apple's move in that direction with the Watch, she said that Cook's focus was first and foremost on the future of retail itself.
"We talked about the future of retail [at her first meeting with Cook], about where is retail going and what is Apple's role in that. We talked much more about the future. We didn't talk a lot about fashion."
According to Cook, Ahrendts has not suffered from the same culture shock that her axed predecessor, John Browett, did upon joining Apple.
Browett's failure was "a reminder to me of the critical importance of cultural fit, and that it takes some time to learn that," Cook said. "Because you want to push the people who are doing great. And you want to either develop the people who are not or, in a worst case, they need to be somewhere else," he added.
Cook believes Ahrendts is "a perfect culture fit. Within a week, it felt like she'd been there a year. And now it feels like she's been there multiple years. When you start to finish each other's sentences, this is a good thing."
Comments
Instead, this dumbfounding article says very little about anything. It feels like air between the ears.
I guess we will see how she revamps the Apple stores once the Apple Watch is incorporated into them.
Sure, but Jobs also handpicked Walter Isaacson.
If you're referring to what she was paid last year, I think that was a one-time stock option. I read she had to give up her Burberry stocks when jumping to Apple.
I'd like to know more about what she actually does for $75 Million a year.
Instead, this dumbfounding article says very little about anything. It feels like air between the ears.
I guess we will see how she revamps the Apple stores once the Apple Watch is incorporated into them.
I suspect the subtle build up in the fashion world with perfectly executed events, advertisements, etc. comes back to her. It has all been done with a luxury brand level of taste that exceeds anything Apple had done before. Come April 10th and 24th, we will see even more of her hard work.
Indeed.
The Apple Watch will be both Cook's and Ahrendts's first real test. We will be able to cast first judgement on October 24th and full judgement six months after that. Of course, we may get inklings before those dates.
I was a bit surprised not to see an appearance from her at the last keynote. She was such a prominent hire, you would have thought that Cook would have wanted to parade her, like he did Dr. Dre. Perhaps she's shy.
Unless she's sacked after a year.
Look at the previous incumbent…
He would have been pleased as punch. He obviously would have had something to say about most things but I think if Steve came back today he would have appreciated the many changes Tim has made and admitted he'd never have made those choices. I wonder if given the choice he'd even want to take back the reins. Apple is in a much better place than it ever was, right now.
Unless she's sacked after a year.
Look at the previous incumbent…
Mr Frosty finds yet one more negative thing to say,, perhaps you might surprise us by actually saying something truly original- I'm not holding my breath though - TROLL
Ahrendts is such a perfect hire for Apple unlike the previous incumbent.
talent recognizes talent.
greatness recognizes greatness.
That's what all the trolls around here need to realize.
Jobs picked Cook for a reason.
And Ahrendts wanted to join Cook for the same reason.
So was hiring Browett "talent recognizes talent" or "greatness recognizes greatness"? Was Jobs hiring Isaacson to write his bio even though he can't keep his facts straight "talent recognizes talent" or "greatness recognizes greatness"?
The fact is that being great doesn't make you immune to mistakes- great people screw up all the time. That's OK. And arguing that this or that decision made by Cook was wrong does not necessarily make someone a troll. Hopefully Ahrendts works out. We'll see after the Apple Watch. Taking 75 million for doing nothing aside from leaving a job selling clothes suggest arrogance, which is a justifiable cause for skepticism. Sculley did not need 75 million to give up the sugar-water business, and he stuck around and grew sales by a factor of 10. We'll see what she does.
Well said.
Adherents may prove to be a great hire, but we have to wait for the cold, hard facts before we can cast our verdict, particularly as she cost $75 million just to woo her.
Those cold, hard facts will materialise in the form of retail sales and Apple Watch sales.
After reading "Becoming Steve Jobs", I now understand why Angela was not on stage. Tim Cook surrounded himself with people who are passionate about products, about making the best experience, not people who "needs" a stage to showcase his or her own accomplishments. Having Angela on stage would distract people from the Apple Watch.
I really like what Tim Cook is doing.
And the two may become one. Ahrendt you glad she can Cook?
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I'd like to know more about what she actually does for $75 Million a year.
Instead, this dumbfounding article says very little about anything. It feels like air between the ears.
I guess we will see how she revamps the Apple stores once the Apple Watch is incorporated into them.
She turned around Burberry. She does not have air between her ears. She was, rightly, compensated for it. But by leaving so soon, she had to forgo stock options. Apple's compensation to her had to make up for her losing that stock.
The poster was saying the story was short on facts or information, not that Ahrendts was stupid or some such thing.
The poster was saying the story was short on facts or information, not that Ahrendts was stupid or some such thing.
Yup, it would be nice if people actually read what others wrote.
So was hiring Browett "talent recognizes talent" or "greatness recognizes greatness"? Was Jobs hiring Isaacson to write his bio even though he can't keep his facts straight "talent recognizes talent" or "greatness recognizes greatness"?
The fact is that being great doesn't make you immune to mistakes- great people screw up all the time. That's OK. And arguing that this or that decision made by Cook was wrong does not necessarily make someone a troll. Hopefully Ahrendts works out. We'll see after the Apple Watch. Taking 75 million for doing nothing aside from leaving a job selling clothes suggest arrogance, which is a justifiable cause for skepticism. Sculley did not need 75 million to give up the sugar-water business, and he stuck around and grew sales by a factor of 10. We'll see what she does.
I think the issue is with the fact that Tim Cook has admitted to the mistake and given reasons why.
John Browett was extremely capable in his prior position before joining Apple. The mistake made by Tim was assuming that he could transition his proficiencies in big box retail to a boutique shopping experience. He didn't. Apple knows that a good shopping experience is directly related to the amount of enjoyment and enthusiasm your employees have in working for you. John Browett did just about everything to tear that down. That's why he's gone.
Furthermore, as others have pointed out, Angela Ahrendts left behind a sizable bonus - that she EARNED - at Burberry to take the position at Apple. Removing that as a factor for deciding to make the move was extremely smart on Tim's part. Her expertise isn't so much in "fashion" as it is in customer retail experience and she understands that employees are a significant part of that experience.
Hmm...I'm not so sure. Cook hired Paul Deneve (who previously was CEO of fashion house YSL) to work on "special projects" and I think most likely those projects revolve around the Watch. He was in Paris with Jony Ive and Marc Newson when ?Watch was shown off at Colette. Apple has also hired other sales executives from luxury firms who I'm guessing are also involved with the Watch.
On one of John Gruber's recent podcasts he said he believes Ahrendts was hired to run retail and that's her job, not providing input on product design or fashion. Though I did read a tweet from somone who claimed she pushed for the gold watch so perhaps she was Jony's ally in getting Cook to approve the Edition watch.